But wood’s relegation to the sidelines of the electronics industry isn’t because it’s unappealing, says Rick Osterloh, the SVP of product at Motorola. After many false starts (”There were many moments like that,” he says with a sigh when I ask if the team ever thought about giving up) and a lot of high-volume carpentry, Motorola finally launched its Natural Collection: Moto X backs in bamboo and three different wood finishes. “It’s a different way of thinking about products,” Ken Tomita tells me. At Motorola, using wood came up early in the Moto X’s development.
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