Chapter 9

Cause Aha’s with Ha-Ha’s

It has always surprised me how little attention philosophers have paid to humor, since it is a more significant process of mind than reason. Reason can only sort out perceptions, but humor can change them.


Smart man, that Edward de Bono. Humor (ha-ha’s) not only has the power to capture people’s favorable attention, but it can produce epiphanies (aha’s) by helping them see things in new ways.

Is there any surer sign you’ve got people’s favorable attention than when they’re laughing? As comedian Joan Rivers said, “When you’re laughing at something, you remember something.”

One client told me, “I know humor is important, but I’m not funny.”

I said, “You may think you’re not funny, but everyone ...

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