"If we just listened to what our customers wanted, we would have had a faster horse."

Everyone knows the Henry Ford quote, but Lee Mullin actually showed us what it means for construction tech.

In today's episode of Bricks & Bytes, we sat down with Lee from BuildArc. He spent 18 years at Autodesk, and honestly, the conversation completely changed how we think about talking about products.

Here's what stuck with us: we're all making ourselves the hero of the story. We love talking about our amazing AI tools, our productivity gains, our revolutionary features. But Lee said something that hit different - your customer needs to be Luke Skywalker. You're just Yoda, guiding them along.

Tune in to find out about:

✅ Why taking people from "9 to 20" beats incremental improvements from "9 to 10"

✅ The framework Lee used to convince construction crews that iPads weren't "voodoo"

✅ How to tell stories that actually connect (hint: it's about project managers lying awake at night, not your feature list)

✅ Why the best customer stories need tension and conflict (even though corporate hates that)

The reality is, there's so much noise in AEC tech right now. If you can't tell a story that makes people feel understood, you're just another vendor promising productivity.

Watch the full episode now. Link in the comments!

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Chapters

00:00 Intro

03:48 The Importance of Storytelling in Business

13:32 Navigating the AEC Technology Landscape

21:44 Crafting Compelling Presentations

27:22 Building a Storytelling Framework

31:13 Transforming Customer Stories into Success

37:28 The Human Element in AI

42:11 Understanding Personas in Storytelling

44:26 Frameworks for Effective Storytelling

53:01 Building Conflict and Tension in Stories

607: Spring Meeting Preview, ASTHO CEO Farewell