Heller

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.

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.

This podcast episode,  "The Recurring Cycles of Additive Manufacturing," from AM Insider, explores the challenges and cyclical nature of additive manufacturing adoption 

Key takeaways include:

1. The "David and Goliath" Problem: The industry faces the ongoing challenge of differentiating between expensive industrial 3D printers (costing $30,000 to hundreds of thousands) and affordable prosumer/consumer models ($500-$2,000) This creates a need to educate customers and manage their expectations, as many are attracted by price but lack understanding of capabilities.
2. Recurring Industry Cycles: Challenges like customer education and market confusion are cyclical, reappearing with every "quantum jump in either a capability or a price". While the volume of inquiries surged with cheaper printers, the industry now benefits from more experienced salespeople adept at product differentiation.
3. Historical Context and Prognostications: 
   • Early 3D printing (rapid prototyping) was first showcased at CAD/CAM shows like Autofact in the 1990s. Its primary purpose was to validate designs from expensive CAD systems, as advanced simulation tools were not yet common.
   • Many "prognostications" about additive manufacturing's future (e.g., printing an oven knob at home) that circulated in the 90s' B2B space are now being reiterated by new entrants in the consumer market, often unaware of the industry's history. This influx of publicity, though creating "extra work" for established professional companies due to unqualified calls, ultimately helps grow the industry by introducing more people to the concept of additive manufacturing.
4. Future Evolution: The next significant "quantum leap" in the industry is expected to be in the capability of affordable machines, not just further price reduction. This could involve machines combining smooth surface finish, color, and mechanical performance at lower price points, alongside the development of useful content that leverages these advanced capabilities. The goal is to evolve technologies for better output in profitable hardware.

 Heller joins Justin Hopkins and Dustin Kloempken on this episode of AM Insider to dive deep into the cyclical nature of innovation and adoption within the additive manufacturing industry. The discussion explores the recurring challenges and breakthrough moments that have shaped its journey from the early days to the present.

I. Innovation Cycles in Additive Manufacturing (AM)
The AM industry evolves in waves, with renewed excitement and innovation every 7 to 10 years. Companies have shifted from a “build it and hope” mindset to a market-first approach, identifying customer needs before developing products. Early sales often involved overpromising, but today’s focus is on targeted, strategic product development.

II. The Power of Influencers and Advisors
Industry growth is driven not just by technology, but by trusted voices, visionaries and advisors who shape perception and build momentum. In the past, reliable information was scarce. Now, respected figures and platforms help validate and promote AM technologies.

III. “Rising Tide” Moments in AM
Key breakthroughs have propelled AM into the spotlight:

• Post-Recession Media Boom (Early 2010s): A surge in 3D printing coverage raised public awareness.
• GE Leap Nozzle (2011 to 2012): GE’s use of metal AM for a jet engine nozzle proved the technology’s real-world viability, especially for end-use parts. It shifted the narrative from cost savings to transformational manufacturing and spurred major investments.
• HP’s Market Entry: HP’s involvement brought credibility and scale, boosting global adoption.
• Obama’s 2013 State of the Union: Mentioning “America Makes” elevated AM to national attention.

IV. Plastics vs. Metals and What’s Next
While plastics dominate in volume, metal AM has seen faster ROI-driven growth, especially in low-volume, high-value applications. The next leap is expected within five years, driven by advances in materials, surface finish, and repeatability.