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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.

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This podcast episode of AM Insider features a discussion with Brent Ewald, a software development manager at Autodesk, about his diverse career journey within the additive manufacturing space. The hosts, Justin Hopkins and Dustin Kloempken, explore Ewald's transition from mechanical engineering and R&D in 3D printing at HP to software development. Their conversation examines the evolution of software in additive manufacturing, the importance of data analysis, and the future potential of technologies like implicit modeling and standardized file formats. They also touch upon the skills needed for those entering the software side of the additive industry and briefly discuss the emergence of AI in this field.

• Career Navigation in Additive Manufacturing
• The Crucial Role of Software in the Future of Additive Manufacturing
• Advice for Individuals Interested in Software in Additive Manufacturing
• Geometry Representation in CAD and Additive Manufacturing
• The Impact of Artificial Intelligence (AI) on Additive Manufacturing

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This podcast episode of AM Insider features a conversation with Derek McCurry, the owner of Stubby Nozzle Co. McCurry shares his journey from working in additive manufacturing marketing to establishing his own business designing, manufacturing, and selling 3D-printed car care products, specifically leaf blower nozzles for drying vehicles. The discussion covers his background as a mechanical engineer and marketer, the evolution of his business from Facebook Marketplace to his own website and major online retailers, and the benefits and challenges of using 3D printing for final product manufacturing. McCurry offers insights into the importance of marketing for small businesses, leveraging customer feedback for product development, and his experiences scaling his manufacturing through desktop FDM printers. He also touches on examples of other successful small businesses utilizing 3D printing and provides advice for individuals looking to start their own ventures in this space.

• The Leap from Additive Manufacturing to Real-World Product Development
• 2. Derek McCurry's Background and the Genesis of Stubby Nozzle Co.
• 3. Product Details and Manufacturing
• 4. Evolution of Sales Channels and the Importance of a Direct-to-Consumer Website
• 5. The Crucial Role of Marketing in Entrepreneurial Success
• 6. Viability of 3D Printing for End-Use Products
• 7. Advice for Aspiring Entrepreneurs in Additive Manufacturing
• 8. Examples of Other Successful Small Businesses Utilizing 3D Printing
• 9. Competition and Market Validation
• 10. Future Product Development and Customer Feedback
• 11. Marketing Strategies Beyond Online Marketplaces
• 12. Skills Learned from Additive Manufacturing and Previous Roles
• 13. Resources for Aspiring Entrepreneurs

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This podcast episode features Amos Breyfogle, an experienced professional in the additive manufacturing (AM) industry, who shares his diverse career journey and offers insights on navigating the AM landscape. Key topics include how to enter, grow, and transition within the AM industry, the importance of people skills, career longevity, negotiation tactics, and the potential future of mass customization in AM. Amos also discusses his current entrepreneurial venture in New Zealand, focusing on outdoor sporting goods.

Key Themes

• Navigating an Unconventional Career Path in Additive Manufacturing
• Essential Skills for Success in Additive Manufacturing
• Transitioning within the AM Industry
• Negotiation Tactics in the Job Market
• Entrepreneurship and Additive Manufacturing
• The Future of Additive Manufacturing

Quotes of Note:

• “Can this person take something complex and make it easy to understand?”
• "My passion was really more about how do you help people be happier with their jobs and be happier with their career paths."
• "I think if you're not negotiating that as a employee or potential employee, you're making a horrible mistake."
• “The smaller the company, the Smaller amount you can get away with of kind of the counteroffer.”
• "People move here because it's an incredible place to live and have a life outside of work."

Resources Mentioned:

• Podcast: Rick Rubin’s podcast
• LinkedIn: Gil Levy
• Book: Never Split the Difference
• Website: pivotio.com

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In this episode of the AM Insider podcast, hosts Dustin Kloempken and Justin Hopkins engage with marketing expert Ryan Hayford to explore the critical role of marketing in the additive manufacturing industry. They discuss the unique challenges marketers face when targeting engineers, the importance of understanding customer journeys, and the need for effective communication across departments. Ryan shares insights on successful marketing campaigns, measuring success, and the balance between fun and practical marketing strategies. The conversation also highlights innovative applications in the industry and key resources for marketers.

Takeaways

• Marketing is essential for success in additive manufacturing.
• Understanding engineers' rationality is crucial for effective marketing.
• Webinars require consistency and thoughtful execution to succeed.
• Mapping the customer journey is vital for effective marketing strategies.
• Your website is the most important tool for lead generation.
• Avoid exaggerated claims to maintain credibility in marketing.
• Balancing creativity with strategic thinking is key for marketers.
• Fun projects can lead to practical applications in engineering.
• Getting buy-in from other departments is crucial for marketing success.
• Chasing funding opportunities can lead to innovative applications in the industry.

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John Greeven, a former HP employee and current professor at Oregon State University, discusses his journey from the oil industry to additive manufacturing. He shares his experience working with 3D printing technology and its applications in various projects, including racing teams and land speed records. Greeven emphasizes the importance of a diverse team and a mindset that challenges traditional approaches. He also highlights the role of 3D printing in optimizing designs and achieving better results. In this conversation, John Greeven discusses the importance of leveraging existing ideas and using AI as a helpful tool. He also shares his experience in managing early adopters and the challenges that come with implementing new technology. The conversation touches on the value of personal networking and the benefits of partnerships between universities and businesses. John emphasizes the need for continuous learning and exploration of AI tools. The conversation concludes with a discussion on the potential of additive manufacturing in different industries and the importance of diversity in engineering teams.

• Diverse teams yield better results in projects involving additive manufacturing.
• A mindset that challenges traditional approaches is crucial for innovation.
• 3D printing technology allows for the optimization of designs and the achievement of better results.
• Practical experience and experiential learning are essential for students entering the industry.
• The use of different 3D printing technologies depends on the specific requirements of the project.
• John Greeven's experience in the oil industry and additive manufacturing has shaped his approach to problem-solving and project management. Leverage existing ideas and build upon them to create something better.
• AI tools can save time and provide valuable insights.
• Managing early adopters requires addressing challenges and finding opportunities for improvement.
• Personal networking is crucial for professional growth and collaboration.
• Partnerships between universities and businesses can benefit both parties and enhance the preparation of future employees.
• Continuous learning and exploration of AI tools are essential in the innovation space.
• Additive manufacturing has the potential to revolutionize various industries.
• Diversity in engineering teams leads to a more creative and effective problem-solving process.