Peter McGraw is a marketing professor, author, behavioral economist, and extremely humor curious. So much in fact, that he and his co-author, Joel Warner, of The Humor Code, set off on a global trek to uncover the science behind what makes things funny. In the process he created the Humor Research Lab (HuRL), both uncovering a plethora of universal truths and hyper localized cultural nuances. Peter’s now on a mission to see if we can actually make ourselves funnier. On Innovation Crush, Peter breaks down the science behind consumer behavior, why humor works, and how it can be harnessed to save the world.