At the physiological level, joy and laughter decrease levels of stress hormones such as cortisol and epinephrine, and activate the brain’s dopamine reward system. When we play with the bricks, and build the 3D models responding to questions, the light-hearted moments can ease tension of the discussion and raise our spirits for the ideas of possibilities. Laughter provides an antidote to emotions, for example, the feelings of frustration, disappointment, bitterness and helplessness. If we are able to laugh during the building of the ‘nightmare’ LEGO model of a challenging customer experience, we can put some psychological distance between ourselves and the stress experienced in the past encounters. When participants are engaged and feel minimal stress, information flows freely through the filter in the amygdala; and they achieve higher levels of cognition, making links and experience the ‘joy-full aHa’!