Why Leaders (and Brands) Should Stop Taking Themselves So Seriously

Welcome to Love Mondays More, the weekly LinkedIn newsletter that delves deeper into the ideas and concepts driving my Love Mondays email newsletter series .

Why ‘Love Mondays’? Mondays are often the low part of the week, earning the title of “worst day of the week” by the Guinness World Records. So I aim to provide a 4-minute caffeine hit of content to fire up the other 10,076 minutes of your week and stave off the Monday malaise. Don’t just live Mondays, Love Mondays!

Have you noticed Uber’s ads lately?

They’ve been making waves for all the right reasons, serving up a clever blend of celebrities, everyday people, and—most importantly—a whole lot of humour, specifically of the self-deprecating type. Their Superbowl Uber Eats campaign cleverly reminded everyone that you can order more than just food from the platform when they used the witty tagline: "To remember something, you’ve got to forget something."?

Then it goes on to show Jennifer Aniston humorously forgetting who David Schwimmer is—her Friends co-star of ten years— while David and Victoria Beckham struggle to recall the name of Victoria’s iconic girl group, Spice Girls.

Or take their recent ad featuring Michelle Williams—you know, the one from Destiny’s Child who isn’t Beyoncé or Kelly. Instead of dodging the fact that she’s the least recognisable member of the group, Williams leans into it with self-deprecating humour, turning what could be awkward into a brilliant moment of comedy and authenticity.

In a world where brands (and people) often strive for polished perfection, Uber is embracing a playful lightness and humour—even poking fun at celebrities and themselves—and it’s resonating.?Maybe because we all need a bit more laughter in our lives?

Research from Kantar shows that the use of humour in advertising has been on the decline since 2002. Yet, according to a recent global report by Oracle, 88% of people are actively seeking new experiences that make them smile and laugh. Even more telling, 91% of consumers say they prefer brands that are funny, and 72% would choose a humorous brand over its competition.?

In a world that’s increasingly serious, stressful, and uncertain, humour has become a rare commodity—and a highly sought-after one. So, what does this mean for leaders and brands? It means people are craving more than just products, services, or corporate purpose statements. They want lightness. They want connection. And, most of all, they want to laugh.

So, What Can Leaders Learn From This?

As leaders, we often feel the pressure to be serious and authoritative, but is that really what people need from us? In today’s world of burnout, stress, and constant uncertainty, people are looking for more than just someone to follow—they want a leader they can connect with. And humour is one of the most effective ways to foster that connection.?

“Your sense of humour is one of the most powerful tools you have to make certain that your daily mood and emotional state support good health.”?- Paul E. McGhee, pioneer in humour research

Research shows that people actually like us more when we let our guard down and reveal our imperfections. This phenomenon is called the Pratfall Effect , identified by social psychologist Elliot Aronson in 1966.

His theory suggests that highly competent individuals become more likable when they make small, harmless mistakes, as it makes them appear more human and relatable.

In Aronson's experiment, participants listened to two audio recordings of individuals answering quiz questions. In one version, a contestant answered 92% of the questions correctly—basically flawless. In the other, the same contestant still performed impressively, but at the end, he accidentally spilled coffee on himself. The result? People found the coffee-spilling version far more likeable than the “perfect” one. Aronson’s research suggests that when we display a small, harmless imperfection (the "pratfall"), we seem more approachable, authentic, and, yes, even more likeable.

You don’t need to be a stand-up comic to bring humour into your leadership style. The goal isn’t to be the funniest person in the room—it’s about embracing lightness, showing vulnerability, and creating a culture where people feel comfortable and engaged.?

So, what’s your next move? Where can you add a little more humour, a little more playfulness, and a lot more real connection in your leadership?

After all, a little laughter , and a dash of imperfection, can go a long way.

1. Be more open to imperfection: The days of striving for perfection are over. Show your team that it’s okay to make mistakes by owning your flaws and even laughing at them. When things don’t go as planned, be the first to acknowledge it with humour. This vulnerability will create a culture of trust and authenticity.
2. Be more intentional in setting the tone: Meetings can be... well, let’s just say “boring” sometimes. So, why not start your meetings with something light? Open with a funny story, a random fact, or even a “fail of the week” moment. It sets a different tone and reminds people that work doesn’t always have to be so serious. Plus, a little laughter at the start means people are more likely to engage, share ideas, and contribute with energy.
3. Be more strategic with humour: Don’t reserve humour for light moments—use it when the stakes are high. When things get intense, find a small way to bring humour into the situation. It might be a light comment about the challenge ahead, or a self-deprecating joke about how no one planned for this disaster—but here we are! Humour during tough times doesn’t downplay the seriousness, but it shows your team that a little levity can keep everyone grounded and energised.
4. Be more playful: Find small ways toinfuse humour into your leadership or daily routine. Playfulness signals that it’s okay to have fun while being productive, and it fosters an environment where people feel more relaxed, engaged, and creative. The more you normalise humour in your leadership style, the more your team will feel connected—not just to their work, but to each other.