Jon and Kory discuss why humour is a serious advantage for brands, leaders and anyone trying to earn attention. They explore the science behind why humour makes ideas more memorable, why funny advertising has become less common, and the important difference between trying to be amusing and using humour to reveal a truth.

The conversation looks at what it takes to create the conditions for humour to thrive: giving people permission to take creative risks, planning for it rather than treating it as an afterthought, and understanding why brands such as Liquid Death make it look effortless.


A useful case for taking the work seriously, without always taking yourself quite so seriously.

Timestamps

00:00 - Start
01:44 - The serious case for humour
03:46 - The science behind humour
04:48 - Why humour is good for brands
06:28 - Why we are seeing less funny ads
09:23 - Humour touches on truth
11:17 - How to create the conditions for humour to thrive
14:25 - Why the best brands plan humour
17:38 - Why Liquid Death are so funny
19:37 - Can you use humour in a business context?

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