 Chicago, the town where El Capone and Michael Jordan left their indelible marks on history also happens to be the home of Motorola Mobility. This lakeside town of over two and a half million may not be known for its technology or design as much as it's known for pizza and the Cubs, but if Motorola has its say, that's about to change. In fact, it kind of did change this week. Halfway through an ownership switch from Google to Lenovo, Motorola pulled some of the world's top technology press, yours included, to its new headquarters for the biggest product of end it's held in a long time. But this isn't just about a phone launch, it's about making a statement. About two and a half, three years ago, we had a complete reset for our product portfolio in how we approach product and how we build products and how we approach consumers. We put ourselves back to the forefront in the minds of consumers because they really, these products really met some needs that people had and the results have been very good. In the first quarter, year over year, we grew 60%. In the second quarter, year over year, we grew 130%. We started out with Moto X and the proposition was simple and compelling, but Moto X was a part of a much bigger vision and arc. We always knew that the world would have different types of screen sizes, either in your pocket, on your wrist, in other places, and other types of wearable device. The second opportunity, we saw that even something as core and basic as smartphones weren't being offered to consumers in a proper way, especially in developing markets. Last year's Moto X set the stage for an all new design language across Motorola's entire lineup and this year's models, the G and X alike, take it to a new level. These are birds of a feather and that's important. Sure the X is cool, but the lower cost G is the bread winner. The last generation G almost single-handedly gave Moto credibility in Brazil and India and keeping that up means making the cheap phones look just as good as the expensive ones. We don't want to create a design language that is too polarizing. We want to create something that represents what we think is important to the brand, which is personal, approachable, comfortable. From a physical perspective, there are signature aspects of it. You'll see on all the Moto series is the familiar curve on the top here that we always have there. There's functional reasons for it and there's also visual reasons for it. The curve is often talked about, it's packed with NFC antennas, batteries, curved batteries, stacked batteries originally, and the use of the very thin edge here. The whole idea is to fill the hand and create physical comfort, but when you look at it, you create something that is really light and feels like more of a natural form rather than something that's been totally manufactured. We initially come up with 2D renderings of how the product needs to look based on the insights we have, our vision on where we want to take the product, and what are the different technology vectors that we have. Then we take these 2D renderings and then we convert those 2D renderings into actually 3D databases. These 3D databases are actually made of parts that are actually inside the device. I think so much of great product development is almost like weaving. It's not a silver bullet thing. It's about all the different pieces that come together and how you weave them together and that balance, which I think differentiates products. What maybe to some of us in industry might seem like a minor thing because we're so absorbed in it, but from a person who's touching and seeing it, those things mean a lot. You talk to somebody who goes to buy a pair of shoes or a bag, the reason they're making taking one bag versus the other isn't because the bag is more functional. It's because the quality of the materials, the workmanship, the brand itself and what it stands for. I think that's where this industry is heading. I think that's why we're pursuing Moto 360 the way we're pursuing it, the way we're pursuing Hint that way, and the way we're also pursuing Moto X as a system or a set of products that need to be high in style. Coming on the cake, the object that suggests that this Motorola has real technology in design shops is of course the Moto 360. It's not perfect by any stretch, but if nothing else, it's an engineering marvel. We've done round before, but the challenge was how to make a round product without having all the circuitry, for example, an R that you see at the bottom of the device. We have a display technology team that went to work and did an incredible job in building it. After we figured out how to take hundreds of lines and actual ICs that go around the display, how to make them disappear, what we did was we built an entirely round stainless steel structure. Essentially the challenge was how do you put antennas on this thing? This thing has a Bluetooth and Wi-Fi antenna. The whole structure itself is antenna, and there's a unique way where the entire structure is connected. If you see there's the back housing and on the board where all the RF connectors are supposed to go, where it's all in Z dimension. And so there is nothing that takes up space. I think people just assume everything can be done now. In many ways it can be. It's a matter of choosing the right things to do. And for us right now, we really believe that people are expecting these things to look and behave like many of the other products that they have in their lives, whether it's shirts, clothing, or other objects. And that's why we've made a considered effort over the last year or two to really bring in those very difficult things to do. Honestly, walk down the street and hear a turn by turn and you're a hint and then look at a little turn by turn on your watch. That's the stuff that people love doing. They don't want to actually get their phone out of their pocket if they don't have to. The reason that our company and our groups made the 360 is there's so many people that were really passionate about how can the smartphone deconstruct. We've been in many ways dreaming a lot about this and inventing around this for the last three or four years. And I think a lot of stuff's coming together that allows us to do it in a way that we think is truly kind of differentiated and the most compelling way to do it for people. For all the drama Motorola's been through over the past half decade, CEO changes, a split to acquisitions, and the long shadow of the Razr, I just couldn't see any of it this week. Here's a company that has cool, genuinely interesting products, excited people, and an actual plan for setting itself apart from the Samsungs and Apples of the world. I don't know if they're going to win. This isn't an easy or a cheap market to play in. But even if they don't, I get the sense that they're going to go down swinging. Our design teams have always had a real clear point of view. And I personally have had like, OK, I believe it should be this, it should be this, it should be this. But at a certain point, it's like, what the hell? I'm not here to design for me, right? I'm here to design for you. So as a designer, when we first started looking at Moto X and the approach to Moto Maker, there was a degree of like, OK, we got to step back here, you know, and let some things go. And instead, focus on the design that allows us to curate something that gives people, set it up so that people can make great choices, but allow them to be part of the process. And so we've decided to embrace it. There's a certain cathartic thing that happens when you kind of like do that at first. Like, you know, and then you realize that the person who chose mint last year, even though it maybe was 1.5 percent of the people, absolutely loves mint, you know. And so we did something that allowed that person to have exactly what they wanted. And that's more important than me getting what I want. And so, I don't know, I think it's just a mindset change. And design is design, and it's about designing for somebody else. I'm not a painter. My parents were artists. I'm not going to force my taste on, you know, everybody. What we wanted to do is express our brand through design and the definition of a product and kind of create something that we think is really compelling on its own, then allow you to take it the rest of the way, whether it's the functionality of the software or what we do in design. And to me, that's an inclusive design process that we think is important to pursue right now.
 Chicago, the town where El Capone and Michael Jordan left their indelible marks on history
 also happens to be the home of Motorola Mobility.
 This lakeside town of over two and a half million may not be known for its technology
 or design as much as it's known for pizza and the Cubs, but if Motorola has its say,
 that's about to change.
 In fact, it kind of did change this week.
 Halfway through an ownership switch from Google to Lenovo, Motorola pulled some of the world's
 top technology press, yours included, to its new headquarters for the biggest product of
 end it's held in a long time.
 But this isn't just about a phone launch, it's about making a statement.
 About two and a half, three years ago, we had a complete reset for our product portfolio
 in how we approach product and how we build products and how we approach consumers.
 We put ourselves back to the forefront in the minds of consumers because they really,
 these products really met some needs that people had and the results have been very
 good.
 In the first quarter, year over year, we grew 60%.
 In the second quarter, year over year, we grew 130%.
 We started out with Moto X and the proposition was simple and compelling, but Moto X was
 a part of a much bigger vision and arc.
 We always knew that the world would have different types of screen sizes, either in your pocket,
 on your wrist, in other places, and other types of wearable device.
 The second opportunity, we saw that even something as core and basic as smartphones weren't being
 offered to consumers in a proper way, especially in developing markets.
 Last year's Moto X set the stage for an all new design language across Motorola's entire
 lineup and this year's models, the G and X alike, take it to a new level.
 These are birds of a feather and that's important.
 Sure the X is cool, but the lower cost G is the bread winner.
 The last generation G almost single-handedly gave Moto credibility in Brazil and India
 and keeping that up means making the cheap phones look just as good as the expensive
 ones.
 We don't want to create a design language that is too polarizing.
 We want to create something that represents what we think is important to the brand, which
 is personal, approachable, comfortable.
 From a physical perspective, there are signature aspects of it.
 You'll see on all the Moto series is the familiar curve on the top here that we always have
 there.
 There's functional reasons for it and there's also visual reasons for it.
 The curve is often talked about, it's packed with NFC antennas, batteries, curved batteries,
 stacked batteries originally, and the use of the very thin edge here.
 The whole idea is to fill the hand and create physical comfort, but when you look at it,
 you create something that is really light and feels like more of a natural form rather
 than something that's been totally manufactured.
 We initially come up with 2D renderings of how the product needs to look based on the
 insights we have, our vision on where we want to take the product, and what are the different
 technology vectors that we have.
 Then we take these 2D renderings and then we convert those 2D renderings into actually
 3D databases.
 These 3D databases are actually made of parts that are actually inside the device.
 I think so much of great product development is almost like weaving.
 It's not a silver bullet thing.
 It's about all the different pieces that come together and how you weave them together and
 that balance, which I think differentiates products.
 What maybe to some of us in industry might seem like a minor thing because we're so absorbed
 in it, but from a person who's touching and seeing it, those things mean a lot.
 You talk to somebody who goes to buy a pair of shoes or a bag, the reason they're making
 taking one bag versus the other isn't because the bag is more functional.
 It's because the quality of the materials, the workmanship, the brand itself and what
 it stands for.
 I think that's where this industry is heading.
 I think that's why we're pursuing Moto 360 the way we're pursuing it, the way we're pursuing
 Hint that way, and the way we're also pursuing Moto X as a system or a set of products that
 need to be high in style.
 Coming on the cake, the object that suggests that this Motorola has real technology in
 design shops is of course the Moto 360.
 It's not perfect by any stretch, but if nothing else, it's an engineering marvel.
 We've done round before, but the challenge was how to make a round product without having
 all the circuitry, for example, an R that you see at the bottom of the device.
 We have a display technology team that went to work and did an incredible job in building
 it.
 After we figured out how to take hundreds of lines and actual ICs that go around the
 display, how to make them disappear, what we did was we built an entirely round stainless
 steel structure.
 Essentially the challenge was how do you put antennas on this thing?
 This thing has a Bluetooth and Wi-Fi antenna.
 The whole structure itself is antenna, and there's a unique way where the entire structure
 is connected.
 If you see there's the back housing and on the board where all the RF connectors are
 supposed to go, where it's all in Z dimension.
 And so there is nothing that takes up space.
 I think people just assume everything can be done now.
 In many ways it can be.
 It's a matter of choosing the right things to do.
 And for us right now, we really believe that people are expecting these things to look
 and behave like many of the other products that they have in their lives, whether it's
 shirts, clothing, or other objects.
 And that's why we've made a considered effort over the last year or two to really bring
 in those very difficult things to do.
 Honestly, walk down the street and hear a turn by turn and you're a hint and then look
 at a little turn by turn on your watch.
 That's the stuff that people love doing.
 They don't want to actually get their phone out of their pocket if they don't have to.
 The reason that our company and our groups made the 360 is there's so many people that
 were really passionate about how can the smartphone deconstruct.
 We've been in many ways dreaming a lot about this and inventing around this for the last
 three or four years.
 And I think a lot of stuff's coming together that allows us to do it in a way that we think
 is truly kind of differentiated and the most compelling way to do it for people.
 For all the drama Motorola's been through over the past half decade, CEO changes, a
 split to acquisitions, and the long shadow of the Razr, I just couldn't see any of it
 this week.
 Here's a company that has cool, genuinely interesting products, excited people, and
 an actual plan for setting itself apart from the Samsungs and Apples of the world.
 I don't know if they're going to win.
 This isn't an easy or a cheap market to play in.
 But even if they don't, I get the sense that they're going to go down swinging.
 Our design teams have always had a real clear point of view.
 And I personally have had like, OK, I believe it should be this, it should be this, it should
 be this.
 But at a certain point, it's like, what the hell?
 I'm not here to design for me, right?
 I'm here to design for you.
 So as a designer, when we first started looking at Moto X and the approach to Moto Maker,
 there was a degree of like, OK, we got to step back here, you know, and let some things
 go.
 And instead, focus on the design that allows us to curate something that gives people,
 set it up so that people can make great choices, but allow them to be part of the process.
 And so we've decided to embrace it.
 There's a certain cathartic thing that happens when you kind of like do that at first.
 Like, you know, and then you realize that the person who chose mint last year, even
 though it maybe was 1.5 percent of the people, absolutely loves mint, you know.
 And so we did something that allowed that person to have exactly what they wanted.
 And that's more important than me getting what I want.
 And so, I don't know, I think it's just a mindset change.
 And design is design, and it's about designing for somebody else.
 I'm not a painter.
 My parents were artists.
 I'm not going to force my taste on, you know, everybody.
 What we wanted to do is express our brand through design and the definition of a product
 and kind of create something that we think is really compelling on its own, then allow
 you to take it the rest of the way, whether it's the functionality of the software or
 what we do in design.
 And to me, that's an inclusive design process that we think is important to pursue right
 now.