The Hardwood Tipping Point
On this special IHLA edition of the Roots & Reflections podcast, we chat with the Director of Sales & Purchasing at Aurora Timberland, Clay Miller. Clay’s path through the industry has been anything but linear — from growing up around his family’s mill, to taking a detour in education and retail, and ultimately steering back to a career in hardwood lumber through a chance encounter. Our conversation explores the role of generational wisdom, the importance of industry storytelling, and the urgent need for the hardwood industry to reintroduce itself to a new generation of consumers. We also dive into lessons from The Tipping Point by Malcolm Gladwell, the surprising rise of shiplap, and how the industry might learn to grow its message — one meaningful connection at a time.
