ZURB is a product design company that has helped over 300 companies create better products, websites and services since 1998. We’re a team of T-shaped product design experts with a bold mission: Change the way people design connected products and services. We lead by design through our consulting, product design tools and training. Over the last two decades, we’ve developed Progressive Design, a system that helps us create consistently impactful work that touches millions of people around the globe every day.

The End of the Black Turtleneck

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I was mingling with a few guests at a small wedding some years ago. It was a slightly overcast day in the California mountains, but the venue had beautiful views that overlooked the entire San Francisco Bay Area. Quite stunning. The guests were arriving and casually streaming into the reception area when I happened to catch a glimpse of a pair of gray New Balance sneakers. My first thought was, 'Who wears sneakers to a wedding!?!' To top it off, this guy was wearing blue jeans, and not the slim stylish kind either. Dad jeans.

As I grabbed my own uncomfortable neckline, I became slightly annoyed that this guest had considered a jacket and coat optional. In Silicon Valley, casual is the norm, but this gentleman had taken it to another level at a wedding. And then it hit me as I stared at this gaunt man with his frameless glasses and black mock turtleneck. This was Steve...
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