How Your Sense of Humor Works

Does Your Company Have a Sense of Humor?


A sense of humor engages customers as real, living, breathing human beings. At the end of the day, it’s about creating real connections between people. Whether it is offering a cup of coffee at a local shop, engagement with a national brand, or working together on the factory floor, great companies reach out to people and create lasting relationships.

A real connection is dynamic. It’s essential  to engage the dynamic with a sense of humor. The point is to create engagement that resonates on a personal level. Customers may believe that they are making a purely rational decision to buy at discount, but they are still human, and that means they are, like everyone else, driven by emotions, unconscious needs and their sense of humor.

We all want to be in a relationship where we feel secure, respected and liked. We all want to laugh. Laughter is a shared experience. And we can share a laugh with someone only when we trust them. We don’t laugh with someone we don’t trust.

By doing business with a sense of humor, great companies build relationships. Every transaction, no matter how small, is ultimately about a relationship.

“Anyone without a sense of humor is at the mercy of everyone else.” – William E. Rothschild

Find your sense of humor and get your own personalized humor feed at

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