HUMOR : SERIOUS BUSINESS
MKTG 346
Stanford Graduate School of Business
Dr. Jennifer Aaker, General Atlantic Professor
Naomi Bagdonas, Lecturer in Management
Connor Diemand-Yauman, Lecturer in Management
Dr. Jennifer Aaker, General Atlantic Professor
Naomi Bagdonas, Lecturer in Management
Connor Diemand-Yauman, Lecturer in Management
Leadership has shifted. Once, leaders were expected to be revered; today, they must be authentic, especially in times of disruption and uncertainty. To meet this moment, the leaders with a competitive edge are those that master an unexpected skill: humor… seriously.
In a fast-changing world, humor sparks connection, defuses tension, and fuels innovation. When fueled by power and purpose, those who lead with levity create clarity and drive bold action — enabling leaders to not just navigate change, but to elevate themselves and those around them.
Humor: Serious Business is a course about blending power, purpose, and levity. It’s about reading the room and building technology that does the same. It’s about using humor strategically to build influence when needed, strengthen relationships when resilience is at a premium, and navigate with grace when the stakes are high.
This is a practice-heavy course. You'll learn the behavioral science of humor, diagnose your Humor Style, and apply concrete techniques from professional comedians to everyday moments in leadership and life. You'll hear from leaders who use humor as a competitive edge in the highest stakes — from Rear Admiral Wyman Howard, former Commanding Officer of US Navy SEAL Team Six, to McKinsey Global Managing Partner Bob Sternfels on scaling humor across cultures. You'll practice tools used by Broadway performers minutes before they go on stage with Tony Award winner Anthony Veneziale, and you’ll workshop personal stories with real-time feedback from Michael Lewis, author of Moneyball, The Big Short, and Going Infinite.
You’ll leave the course with practical tools to:
Discover. Uncover the behavioral science of humor — why it builds trust, signals status, and shapes how people experience you as a leader.
Play. Find your comedic voice — diagnose your humor style, practice techniques from professional comedians, and know when and how to use humor toward your goals.
Lead. Deploy levity strategically — read the room, defuse tension, build influence when the stakes are high, and build high performing and joyful teams.
Amplify. Build a levity practice that outlasts the course — your signature story, levity list, and the habits that keep humor alive in your life.
Note: this course is a flipped classroom, which means the real action happens in class. You’ll dig into readings, videos, and activities before each session so we can spend our time together doing what matters most—testing ideas, getting hands-on, and practicing humor in real time (fun, right?).
Dr. Jennifer Aaker
General Atlantic Professor,Naomi Bagdonas
Lecturer in Management,Connor Diemand-Yauman
Lecturer in Management,2024 Highlights Video
"Humor Is Serious Business"
Insights by Stanford Business, July 11, 2017