Last Thursday morning, somewhere between my second coffee and third donut…

I stumbled across a James Clear concept that made me drop half my donut into my mug.

Paraphrased, it said:

“Outsource your willpower to bright-line rules.”

Hmm… That got me thinking about my own habits and willpower. Then I got to thinking about you and your willpower… and focusing your marketing and sales efforts on your ideal architect clients…

So, [after fishing my donut out of my coffee] I did some digging into the idea to see how it might help you.

Because let’s be honest: Most reps don’t fail from laziness. They burn out chasing every maybe-firm that flashes a shiny logo or throws them a lunch-and-learn bone.

And that’s the real battle: wasted time with the wrong firms.

But what if you could replace that mental tug-of-war with a bright red stop sign?

Enter: Bright-Line Rules.

“That sounds nice, Neil… but, WTH is a Bright-Line Rule?”

Glad you asked! In 3 quick minutes, I’ll lay it out for you…

A Bright-Line Rule is a simple, pre-decided yes-or-no boundary.

You either cross it or you don’t. No debates. No fuzzy middle ground. As James Clear puts it, you’re outsourcing your willpower to a bright-line rule. This helps you save mental energy and act quickly.

The magic happens when you pair a rule with a small cue, an easy action, and a quick reward… it becomes second nature.

Why bright-line rules can save your sales efforts

Most reps waste time & energy every day wondering:

Should I chase this firm?
Is this lunch-and-learn worth it?
Maybe I should follow up just in case?

Bright-Line Rules wipe out that decision fatigue by:

✅ Making smart moves automatic
✅ Keeping your firepower aimed at real opportunities
✅ Building your reputation as the go-to expert for serious firms

And maybe most importantly…

You finally stop wondering if you’re focusing on the right clients.

5 Bright-Line Rules to aim yourself at the right firms

These are examples you can edit & revise to fit your category, workflow, business style (and risk-comfort-level).

Take ‘em and make ‘em yours.

Rule #1: The Non‑IAC Delete Key

Example Rule: If a firm fails two or more of my Ideal Architect Client criteria, I archive the contact immediately:

3+ completed projects in my category in the last 24 months
$250,000+ annual spec potential
Dedicated spec writer on staff
5+ registered architects

Why it works: This slams shut the exhausting loop of “maybe” firms.

Beware: No “parking lot” lists. No exception for a famous name. Either of these reopens the decision loop you tried to close.

How to use it:

Hardcode the criteria into your CRM
Share them with your team
Review quarterly
Track exceptions to fine-tune

Rule #2: The Calendar Defender

Example Rule: Mondays and Wednesdays are sacred. They’re reserved exclusively for A-list firm meetings.

Why it works: This guards your most important selling time before anyone else can steal it.

Habit stack: After Friday planning, block next week’s A-list meetings.

Clear standards:

Mornings: In-person A-list meetings only
Afternoons: Virtual A-list meetings + follow-ups
No lunch-and-learns for unqualified firms
A-list tech support within 4 hours

Rule #3: The Resource Allocator

Example Rule: I dedicate 70% of my support resources to my A-list firms.

Why it works: No more guilt about saying no to unqualified distractions.

Clear standards:

Custom detailing only for $100K+ projects
Premium samples reserved for qualified opportunities
Tech support response times:
- A-list: 4 hours
- Qualified: Next day
- Standard: 48 hours

Rule #4: The Relationship Builder

Example Rule: Maintain active relationships with at least 3 decision-makers per A-list firm.

Why it works: Deep relationships beat wide-and-shallow ones. Every. Time.

Clear standards:

Monthly meaningful contact with each decision-maker
Two personal notes tracked per contact
Document spec preferences carefully
Quarterly capability reviews

Micro-habit: Mark an X on your calendar for each day you deepen an A-list relationship.

Rule #5: The Market Knowledge Stacker

Example Rule: I track every project and publication from my top 10 target firms.

Why it works: Knowing more about your market than your competitors is an unbeatable edge.

Clear standards:

Weekly project pipeline reviews
Monthly market sector analysis
Quarterly sustainability tracking
Annual alignment review with your capabilities

Small wins: Focus on weekly 1% improvements in your knowledge of each A-list firm.

Bottom Line

Bright-Line Rules turn vague intentions into clear actions. They help you:

Automate smart decisions
Focus on high-opportunity firms
Allocate your resources efficiently
Build real relationships that matter
Own the market knowledge your clients crave

Success doesn’t come from serving every firm well. It comes from serving the right firms exceptionally well.

Ready to draw your first Bright Line?

Tomorrow at 8 a.m., run the “Non-IAC Delete Key” filter.
Archive contacts without mercy.
Watch your pipeline get sharper, cleaner, and more powerful , almost overnight.

You in?

That’s it for this week!

Cheers to building more than just buildings, and see you next week,

Neil “I 🖤 Bright Lines” Sutton
Architect | Speaker | Coach to Building Product Reps

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