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17 years ago, I was lying in my son’s bed, waiting for him to fall asleep. That’s when he whispered: “I feel good for LEGO ants.”
I always treasured these stream of consciousness, twilight moments with my kids.
I mean, who doesn’t love being hit with a piece of pure childlike brilliance when they’re half-asleep?
So, I asked: “Oh, have you ever seen a LEGO ant?”
He said, “No. But LEGO guys have square holes under their feet, so they can’t squish them.”
Magic. Pure Magic.
If a thought like that flitted by your “grown-up” mind, you’d probably swat it away as nonsense. But for me, it reminded me how unfiltered creativity can lead to the most surprising (and useful) ideas.
But, if you make a living being creative… (writing a novel, designing a building, or finding better ways to connect with clients)… make it a habit to capture and nurture these. The challenge?
So. Many. Distractions.
Video games, Netflix, social media… they’re fun. But let’s face it:
They don’t fuel creativity—they drown it out. Sure, they help you escape from work, but creativity isn’t about escape. It’s about creating space for discovery. If we constantly replace spare time with distractions, our minds can’t wander.
And without wandering, we can’t find the brilliant, unexpected ideas hiding in plain sight.
Your Secret Weapon: A “Magic Hour”
Creativity doesn’t mean sitting around waiting for lightning to strike.
It means allowing time for your mind to wander. Capturing random thoughts and following your wackiest inspirations. For me, that’s early morning. I grab a notebook or my voice memo app and let the ideas spill out—no judgment, no self-censorship. You might find your “magic hour” after dinner, during your commute, or on a lazy Sunday morning.
The key is this: Find a time to let your inner child run wild.
“The thing is to become a master and, in your old age, to acquire the courage to do what children did when they knew nothing.” ~ Ernest Hemingway
How this helps product reps like you
If you’re a product rep, connecting with creative architects is your bread and butter. Architects don’t want sales pitches. We want fresh perspectives, ideas, and inspiration that spark our own designs.
This is how you can weave “LEGO ant moments” into your work:
1) Observation without filters
Children see the details adults miss—like LEGO feet and their ant-friendly design.
Do the same with an architect’s portfolio:
- Don’t browse with your goal of being spec’d in mind.
- Look for patterns, quirks, or recurring themes in their work.
Your observations become natural conversation starters. They’ll go deeper than, “How’s the project coming along?”
2) Question everything (like a child would)
- “Why did you choose that specific curve for the façade?”
- “What inspired the relationship between these spaces?”
- “What inspired that wild façade design?”
- “Why did you pick that color palette?”
Genuine curiosity leads to meaningful conversations. It sets you apart from other reps who just push products.
3) Making unexpected connections
During your “magic hour,” let your mind wander between:
- The architect’s past projects.
- Your product’s unique features.
- Emerging trends or challenges in architecture.
- Environmental challenges
- Cultural shifts
That’s where innovation happens. For example, what if your modular facade system reminded you of puzzle pieces? Share that connection! That’s how creative design ideas are born.
4) Share inspiration (not just pitches)
Don’t send boring “Just checking in” emails.
Instead, send something like:
“Hey, I came across this sculptural light fixture and thought of your Johnson project. It’s got the same interplay of curves and light you’re working with… Thought you’d find it interesting!”
Genuine inspiration shows you care about their work, not just your agenda.
5) Suggest a “Magic Hour” collaboration
Architects love brainstorming. [A lot of us refer to them as charrettes.]
Invite them to a “magic hour” session where you both exchange ideas without judgment. It can be virtual or in-person. Pitch it like this: “Let’s set up a quick session to explore ideas for your project… No wrong answers, just creative sparks. Think of it as a Magic Hour!”
This positions you as a partner in creativity, not just a salesperson.
6) Tell stories that stick
Remember my LEGO ants story?
Architects, like most people, are wired to love a good story. Include mini-stories in your pitches that humanize you and your brand. For example:
“You know, this product reminds me of when I was trying to build a sweet LEGO spaceship as a kid. The most boring bricks were the most important. Sometimes, simple is powerful, right?”
7) Curate an “inspiration brief”
Over time, you’ll gather a library of quirky ideas, sketches, and observations.
Why not curate them into a monthly “Inspiration Brief” for your clients? It could include:
- Case studies of unique product applications.
- Quick sketches of fun ideas.
- Interesting angles from your observations.
This keeps your relationships alive and shows your creative value over time.
Put It into Practice
Do this to start bringing this into your work:
- Set your magic hour. Find a daily or weekly time to capture random ideas.
- Create a “Wonder Journal.” Keep a notebook for observations, sketches, and offbeat ideas.
- Personalize your follow-ups. Use these ideas to craft thoughtful, creative outreach.
- Collaborate. Invite architects into brainstorming sessions that spark mutual inspiration.
When you do this consistently, you’ll go beyond the standard pitch. You’ll position yourself as an invaluable idea partner who genuinely fuels creativity.
Remember: Everyone has those “LEGO ant moments.” They just need the right space to thrive. Create that space. Capture what comes up.
This week, schedule your magic hour before checking email. Write down three unusual observations about your top architect client’s work. Let these spark your next connection point.
And if you’d like, reply and let me know what you come up with. I’d love to hear it! It might surprise you how a child-like perspective can create opportunities.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
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P.S. If you like Monday Morning Building Product Advisor, please share this or forward this to a colleague. Help another rep learn how to think like an architect.
Do you need help coming up with creative follow-up ideas? Book a 1-on-1 Zoom meeting with me and get personalized advice to help you win more specs. Or simply reach out , and we can chat about how I can help.
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