Desktop Metal is going to make metal 3D printing a magnitude more affordable, faster and office-friendly.”
We are back in 2017. Desktop Metal is announcing itself to the world. It selects this magazine as the platform. And so begins the biggest rollercoaster ride in additive manufacturing (AM) lore.
The company leaves quite the impression. Not so with its bullish promises, but instead with one single interaction.
In the process of developing a TCT Magazine cover story, TCT editors work with the subject of the article on the design, copy and headline. The process was smooth and efficient, up until Desktop Metal saw the proposed headline: ‘Desktop Metal Uncovered.’ It prompted the only significant amendment request: to change ‘uncovered’ to ‘unveiled’. Though the piece was lifting the cover on a company operating until now in stealth mode, Desktop Metal’s PR department was concerned the headline could be read another way; indicating, perhaps, that something surreptitious was being exposed.
