Lee Mullin

Founder of BuildArc and former Autodesk employee with 18 years' experience, specialising in go‑to‑market, customer storytelling and helping construction technology companies craft effective narratives and content.

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Dec 12, 2025 • 1h 5min

Storytelling in AEC - Why And How to Influence and Sell More + Autodesk’s Storytelling Tactics

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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