Imagine you just started at a new company. You own the marketing department. And the company is wanting to launch a completely new category with you at the helm – going to the same audience they’ve relied upon for so long. So, where the heck do you start?

MJ and Matt welcomed Dan Richards of Xometry on the show to talk about that exact scenario. Dan discusses positioning, tactics, promotional considerations, organizing the team, and what he would do differently if could wave a magic wand and do it all over again.