Let me level with you: we live in a world where people scroll faster than their attention spans can keep up. And amidst this hyper-distracted chaos, humour is the secret weapon that cuts through the noise like a hot knife through butter. As someone who straddles the worlds of coaching and helping professions, I’ve learned that humour isn’t just a tool; it’s a bridge, a connector, and sometimes, the lifeline that keeps people engaged.

I mean, think about it: Would you rather slog through a dry LinkedIn post about leadership strategies or read one that starts with, “Leadership is like a relationship—you can’t ghost your team and expect loyalty”? See? You’re smiling already.

Where Humour Works (and Where It Doesn’t)

Humour in branding is like seasoning; too much, and you overwhelm; too little, and you bore. So, where does it shine?

1. Social Media: Platforms like LinkedIn and Instagram thrive on personality. A witty caption or clever meme can stop thumbs mid-scroll.
2. Email Campaigns: A cheeky subject line can skyrocket open rates. (“Is This the Best Email You’ll Read Today? Probably Not, But Click Anyway.”)
3. Presentations and Talks: A well-placed joke breaks the ice and keeps your audience hooked. Pro tip: Make it self-deprecating for maximum relatability.

But….and this is crucial: know your audience! Humour can be harder than a bad joke if it’s tone-deaf or inappropriate. The goal isn’t to alienate; it’s to connect.

When Humor Sealed the Deal

Let me share a story. Once, while coaching a particularly stoic executive from a traditional Asian conglomerate, I noticed her resistance to vulnerability. Instead of diving straight into the heavy stuff, I quipped, “Vulnerability isn’t about listing your karaoke plans at the company town hall. It’s about admitting you don’t understand the team’s latest project timeline.”

She chuckled; a soft, genuine laugh and from there, the walls came down. Humour disarmed them, creating space for an honest and constructive conversation. That’s the magic of humour, it lowers defences and opens doors.

How You Can Use Humor Without Looking Like a Try-Hard

Now, I get it…..not everyone’s a comedian, and that’s okay. Here’s how you can dip your toes into humour without belly-flopping:

1. Start Small: Test a witty remark or light-hearted analogy in your next post.
2. Be Authentic: Forced jokes fall flat. Stick to humour that feels natural to you.
3. Know Your Lane: Stay away from controversial topics unless you’re sure they align with your audience.

If You’re Thinking, “But Jaye, What If I’m Not Funny?”

First of all, stop that. Everyone’s funny in their own way – it’s about finding your style. Maybe you’re the king of puns or the queen of observational humour. Whatever your flavour, lean into it.

And if all else fails, hire someone like me, a humor-loving coach who isn’t afraid to tell it like it is (with a side of sass).

Why I Believe Humor Is the Future of Thought Leadership

As someone deeply embedded in the coaching and helping professions, I can say this with confidence: people are tired of cookie-cutter advice. They crave authenticity, relatability, and yes, a little laughter. Humour doesn’t detract from your credibility—it enhances it. It shows you’re human, approachable, and confident enough not to take yourself too seriously.

So, here’s my challenge to you: The next time you post, present, or pitch, ask yourself, “How can I make this a little lighter, a little more fun?” Because in this VUCA world, humour isn’t just a nice-to-have; it’s a must-have.

Let’s laugh our way to better connections, stronger brands, and, dare I say, a happier life. After all, as I like to say, “If you’re not having fun, you’re doing it wrong.”

What’s the funniest thing you’ve seen in marketing or leadership recently? Share it in the comments – I could use a good laugh.