When BlackBerry set out to design the phones that would take the company into the next decade, it faced a big challenge. The flagship device of the new BlackBerry 10 platform needed to simultaneously satisfy what today's customers want in a smartphone while at the same time stay true to the essence of BlackBerry — which, if the company's market over the last few years is any indication, customers didn't want.
The man tasked with redesigning BlackBerry phones was Todd Wood, the company's senior vice president of design. Leading industrial design at BlackBerry since 2006, Wood is a veteran of industrial design, previously doing design work for Nokia and, before that, Nortel. Mashable sat down with Wood this week while he was in town for the BlackBerry 10 launch.

Wood speaks with the same thoughtfulness of other design leaders, such as Apple's Jony Ive, but with none of the showiness. He's been with BlackBerry (formerly Research In Motion) for long enough to see its fortunes rise and fall. As he describes the Z10, you feel that he's heard enough praise and criticism about BlackBerry's products that it all just bounces off.

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