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This episode explores the evolving art and science of product positioning in the additive manufacturing (AM) industry, highlighting how companies have adapted their strategies over time to educate markets, differentiate offerings, and manage internal dynamics.

From Rivalry to Relationships

In the 1990s, the AM industry was a battleground of a few fierce competitors. Newcomers often overpromised due to inexperience, and the market felt like a zero-sum game. Fast forward to today, and the tone has shifted—collaboration and cross-company friendships are more common, reflecting a maturing industry with broader market opportunities.

The Challenge of Differentiation

Early AM companies struggled to clearly define their products. Without established terminology, they often created their own language to distinguish between offerings—like “printing a model” vs. “producing a part.” This was especially important to avoid cannibalizing higher-end products with lower-cost alternatives.

Educating the Market

A recurring theme is the critical role of education. From the earliest days of AM, sales teams had to act as both technical and business consultants. Even now, many potential buyers are unaware of AM’s full capabilities. Successful product managers must anticipate buyer needs, guide discovery, and use strategic language to spark interest—even before the buyer knows they have a problem.

Internal Alignment and Friction

Positioning isn’t just external—it affects internal dynamics too. As companies expand product lines, internal competition, politics, and sales channel conflicts can arise. Managing these tensions requires clear communication, thoughtful product segmentation, and alignment across teams to ensure a unified go-to-market strategy.

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This episode dives into the fascinating evolution of the term "3D printing", tracing its murky origins and eventual mainstream adoption. While early usage is linked to MIT in the 1990s, it was Stratasys that played a pivotal role in popularizing the term—driven by a need to differentiate its lower-cost Dimension machines from high-end additive manufacturing systems.

Listeners learn how marketing strategy, sales training, and even a “swear jar” for misused terminology helped shape internal language at Stratasys. Meanwhile, the broader industry wrestled with clunky alternatives like “rapid prototyping” and “free form fabrication.”

The real turning point? The expiration of key patents and the rise of prosumer machines like MakerBot and Ultimaker. As these affordable kits hit the market, mainstream media latched onto the catchy and accessible term “3D printing,” propelling it into public consciousness.

Ultimately, the episode argues that while the industry tried to steer the narrative, it was the media—and public fascination with “3D” tech—that cemented the term, reshaping how we talk about everything from hobbyist tools to industrial machines.

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This episode features a discussion between Justin Hopkins and Dustin Kloempken of AM Insider and their guest, Phil Arnold, founder of Endeavor 3D. The conversation focuses on the challenges and strategies involved in starting and growing a contract manufacturing business within the additive manufacturing industry. Arnold shares his experiences, highlighting the importance of rapid decision-making, investing heavily in equipment, learning from failures, and building a strong team. They also explore the potential impact of artificial intelligence and geopolitical factors on the future of additive manufacturing. The discussion underscores the capital-intensive nature of the industry and the need for innovation and adaptability.

• Challenges of Starting a Service Bureau: Establishing and maintaining a sustainable additive manufacturing service bureau is difficult, requiring the right team, equipment, business model, and sales strategy.
• Endeavor 3D's Founding and Strategy: The establishment of Endeavor 3D in 2020, Phil's "all-in" approach to initial investment in equipment (starting with polymers and quickly moving to metal binder jetting), and the rationale behind having capacity before securing high-volume business.
• Importance of Team and Decision Making: The critical role of a strong, trusted core team in a successful business, and the need for quick, data-driven decision-making, especially in a rapidly evolving industry.
• Learning from Failure: Phil's philosophical approach to business emphasizes the importance of having a high tolerance for failure and actively pushing boundaries to learn and evolve quickly.
• Impact of AI on Additive Manufacturing: The potential of artificial intelligence to address the challenge of designing parts specifically for additive manufacturing, particularly for engineers not trained in this area, and the idea of using AI to generate more design iterations ("at bats").
• Geopolitical Factors and Supply Chain Risk: The potential impact of political climate, tariffs, and supply chain risks on manufacturing, and how local additive manufacturing service bureaus can provide a solution to these challenges.