Bricks And Bytes Storytelling in AEC - Why And How to Influence and Sell More + Autodesk’s Storytelling Tactics
Dec 12, 2025
Lee Mullin, Founder of BuildArc and a former Autodesk veteran, dives into the art of storytelling in AEC tech. He shares insights on making customers the heroes of their own stories, likening their journey to that of Luke Skywalker. Lee discusses the importance of emotional resonance in case studies and highlights using a three-act structure for effective narratives. He emphasizes the need for consistent messaging across teams and warns against inhuman AI marketing, advocating for relatable storytelling that connects with audiences.
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Make The Customer The Hero
- The best product stories make the customer the hero and the company the guide.
- Aim to take customers from "9 to 20" not just from "9 to 10" by reframing the problem and outcome.
Start With A Messaging Pyramid
- Build a messaging pyramid as your single source of truth before crafting channel-specific stories.
- Derive sales, implementation and social media stories from that core framework for consistency.
Keep Messaging Consistent Across Teams
- Ensure every team uses the same language so pre-sales and support tell a consistent story.
- Consistency prevents customer disappointment and reduces churn caused by mismatched expectations.
