"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!Our SponsorsAphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coArchdesk -  “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision -   streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters00:00 Intro03:48 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