Embracing Wit in Business: Dan Gingiss, CSP Challenges the ‘Too Serious’ Corporate Myth

In a recent LinkedIn post, Dan Gingiss, CSP challenges the common corporate excuse that businesses are “too [fill in the blank] to be witty.” He argues that a lack of humor and personality in business communication is often a deliberate choice rather than an inherent limitation of an industry.

Gingiss highlights the perceived barrier many companies erect, stating:

“I can’t count all the times I’ve heard ‘our company is too [fill in the blank] to be Witty’. It isn’t true. It’s a choice to be boring, and you don’t have to make it.”

This assertion directly confronts a widespread belief that certain sectors, particularly those perceived as highly professional or serious, must adhere to a strictly formal communication style. Gingiss posits that this adherence to formality is, in fact, a conscious decision to be unengaging.

The ‘Witty’ Component of the WISER Methodology

The core of Gingiss’s message revolves around the importance of injecting personality and humor into business interactions. He emphasizes that embracing wit is not only permissible but beneficial, regardless of the industry. As a key component of his own WISER methodology, the ‘W’ stands for ‘Witty,’ underscoring its significance in effective business communication.

Gingiss uses the example of a personal injury law firm to illustrate his point. He notes:

“That’s what I love about this personal injury law firm having a little fun. Because it’s OK for business to be fun, no matter what industry you’re in.”

By pointing to a firm that successfully integrates humor, Gingiss demonstrates that even in traditionally serious fields like law, there is ample room for personality and lightheartedness. This approach, he suggests, can help build stronger connections with audiences and differentiate a brand from its competitors.

Challenging Industry Norms

The prevailing notion that certain industries must remain stoic is, in Gingiss’s view, a self-imposed limitation. He encourages businesses to question these ingrained norms and consider the potential benefits of a more engaging and personable communication strategy. The fear of appearing unprofessional often leads to a missed opportunity to connect with customers on a more human level.

Gingiss’s insights suggest that businesses should move beyond the excuse of industry constraints and instead focus on making a conscious choice to be more engaging. This involves understanding the audience and finding appropriate ways to express personality, which can range from clever wordplay to a generally more approachable tone.

In conclusion, Dan Gingiss, CSP’s LinkedIn post serves as a timely reminder that businesses do not have to be boring. By challenging the status quo and advocating for the integration of wit, he encourages leaders to reconsider their communication strategies and embrace the power of personality to build more meaningful connections.