EVALUATION 291. Find the Funny Write (or hire someone to write) a stand–up set about your final product. Use the “truth in comedy” to explore the idea further. Comedian and marketing consultant Rajiv Satyal does this through his program Funny ’Cause It’s True. The program “uses comedians to uncover compelling consumer truths that makes your brand’s advertising and communication resonate more strongly with your target market.” In essence, they hire comedians to write material about your product, and then review the funniest bits and get at the heart of why they are funny and what that means about your solution. And, it’s worked for brands like Gillette, Herbal Essences, and Dannon.1 1 Find out more at www.standpointagency.com. 151