When Briefs Get Tough, Get Funny: The Transformative Power Of Humor
In the industry we’re working on, everything is about perception.
You shape the way people see a product or a brand.
And influence their thoughts, emotions, and actions.
If you are successful in your perception engineering endeavors, your brand will be empowered, people will start believing in you and buy your products.
If not, you will limit the evolution of your brand, people will doubt you, and probably very few will dare to get close.
Having the right tools is crucial when working with perception.
You need tools that have the power to transform.
That’s why putting humor on the top list of perception tools is a priority.
There’s no other tool out there that has this incredible force to determine whether you see the glass as half empty or half full.
You need humor.
Because it has this immediate, spontaneous, and uncontrollable effect.
And the ability to bring joy in the most unexpected situations.
As humans, we are hardwired to seek happiness and pleasure.
We need to associate positive feelings with a brand to feel attracted to it.
In our latest self-promo campaigns, Meet Adam and Bad communication, humor has a vital place.
In both cases, we wanted to make startup founders aware that they are dealing with a problem.
They put too much effort into creating a good tech product and too little into how people perceive it.
But how do you tell that to startup people without offending them?
How do you advise them they might need help without sounding condescending and stirring negative emotions?
By using humor.
Using humor is effective because it brings lightheartedness to any problem.
It changes your emotional state and makes you less afraid, stressed, or anxious.
It makes you more open to a solution. To hear a message on a serious topic.
So, next time, you find yourself in front of a brief that approaches a weighty or unpleasant theme, think about using humor.
Because, I believe, it’s the most transformative perception tool.
By Adriana Luca