Engineers of imagination
At a glance, a Market Growth case
Materialise, a pioneer in 3D printing, sought to move beyond prototyping into the high-stakes world of full-scale production. To succeed, they needed to do more than prove their technology. They had to engage the people responsible for the world’s manufacturing: engineers.
The global 3D printing market is projected to reach $136 billion by 2034, driven by a massive shift from prototyping to end-use industrial parts.
In 2026, research continues to show that 70% of digital transformations fail due to cultural resistance and human adoption issues, not the technology itself.
B2B companies that prioritize co-creation with their customers are 2x more likely to outperform their peers in long-term revenue growth.
Business Challenge
For decades, production engineers viewed 3D printing as a niche tool for models, not a credible solution for end-use parts. Shifting this entrenched mindset meant navigating the skepticism of cautious, control-driven experts. Materialise needed to reposition additive manufacturing as a reliable, scalable asset for the modern factory floor.
Humanizing Journey
We reframed the traditional sales pitch into a humanized co-creation journey. Instead of presenting finished solutions, we invited engineers to be the heroes of the innovation. By hosting collaborative sessions where they applied 3D printing to their own complex design challenges, we turned skeptics into partners. We empowered engineers to reimagine what they could build.
Impact
By putting empathy for the engineer at the center of the process, Materialise doubled its production business in less than 4 years. The company evolved from a service provider to a strategic partner, embedding imagination into the core of its growth strategy and proving that human adoption is the true engine of technological revolution.
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