Sometimes there are misconceptions about 3D printing, or digital manufacturing. One of them is it’s easy, you just press print. “It’s not easy, it’s challenging. It takes several years, and a lot of investment, and technology, and organizational execution to bring a manufacturing process to scale. Second, sometimes you hear, ‘Oh, it’s 10 times faster, 100 times faster, 10 times cheaper.’ That’s not necessarily the case. And it doesn’t need to be,” says John. “Yes, we have a technology that is more scalable, can be more cost effective, is truly viable, and integrated with a whole digital workflow. But we always want to focus on the value that we’re creating rather than the ease of printing or the potential cost savings, because new production technologies historically only really make impact when they create a new capability. We have to think of the new capability that technology creates to bring about real and transformative change.”