Why Humor Builds Instant Connection in Business and Leadership
We talk a lot in business about grabbing attention—but attention alone isn’t enough. If you want to persuade, sell, or lead, you need connection. And nothing creates connection faster than humor that feels honest and human.
A masterclass in connection - disguised as an audition
If ever there were a case study in how to quickly build trust and rapport through humor and self-awareness, this viral audition on Britain’s Got Talent is it.
Two blind contestants walk onstage. No apologies. No gimmicks. They just speak the truth—warmly, openly, and with such gentle self-awareness that you immediately feel drawn to them.
They’re not trying to be funny. They’re simply acknowledging the elephant in the room. And that moment of truth—simple, understated, human—is funny, relatable, and emotionally disarming.
Within seconds, the audience is not just watching. They’re rooting for them.
It's not just an audition—it's a pitch
Let’s reframe this moment in business terms. Because that’s what it is: a pitch.
They’re not pitching a product. They’re pitching themselves. Their story. Their value. Their potential.
That’s what we all do in business, whether we’re:
Presenting to a client
Leading a team
Selling a service
Asking for buy-in
Speaking at a conference
We’re constantly asking people to choose us, trust us, or follow us.
What builds trust quickly? Emotional truth.
Research from Harvard Business School supports this: leaders who use humor are seen as more competent, confident, and emotionally intelligent by their teams (Harvard Business Review).
Humor works when it’s grounded in truth and self-awareness. It's not about jokes or one-liners. It’s about being real enough to say the thing everyone else is avoiding, and doing it with warmth and relatability.
That’s what makes you trustworthy. That’s what makes you memorable.
But what if you’re not a “funny” person?
Here’s the good news: you don’t need to be funny. You just need to be human.
I’ve spent the past 30 years as a comedian and TV comedy writer. Here’s the big secret: truth is funny.
Life is absurd.
People are bonkers.
Audiences don’t need a joke — they need a well-observed moment of recognition that’s human relatable.
When I teach business leaders and teams how to use humor, I’m not teaching stand-up. I’m teaching how to use humor strategically to:
Break the ice
Lower resistance
Show emotional intelligence
Build trust fast
And when that trust is built? People listen. People act.
What business leaders can learn from this moment
If you watch the video again, here’s what you’ll notice:
They don’t apologize. They acknowledge.
They don’t make fun of themselves. They own the moment.
They don’t rely on gimmicks. They rely on truth.
And that truth lands like a joke because the audience recognizes it. It’s human, recognizable and relatable. And that’s what creates emotional connection, aka laughter and smiles.
If you’re pitching an idea, leading a room, or building a brand, you don’t need more jokes. You need more humanity and relatability.
Want to fast-track connection and engagement?
🚀 I use my 30 years of stand-up and comedy writing experience to help business professionals use humor and storytelling to stir emotion, build trust, and drive results.
Whether you’re a leader, founder, thought leaders, or team, I’ll show you how to use humor i nyour pitches and presentations — not just for laughs, but for measurable impact.
Let’s talk about how humor can transform how you pitch, present, and lead
Explore my keynotes and masterclasses on humor as a leadership tool at bethsherman.com, or book a free discovery call here.
