Just think of "Emotional Innovation" instead of "Technological" one! its a key factor to be able to stand strong in the 21th century market. Sohrab Vossoughi calls it 360-degree experience. he's been great at ZIBA and it is why his company is one of the first names in ID. Vossoughi admires Nau strategy to compete and to be successful. In the future designers would try to design "experiences" instead of products, actually it could be designer's expertise. ("Ziba" means "Beautiful" in persian language and Vossoughi is one of the many successful Iranians)

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