Product Positioning in Additive Manufacturing (The Heller Files)

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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.