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Where did we learn that we have to be serious all the time to be taken seriously? In my experience, it’s just not true. When people laugh, they learn. With this in mind, let’s explore how you can be funnier when you give a speech or presentation.

I’ve coached hundreds of speaker and have come to one simple conclus

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ion: everybody is funny. But most of us have spent years trying not to be funny in professional situations in an attempt to be taken seriously. As a result most people don’t have a clue what their funny looks, sounds and feels like.

The challenge of humor is to be as funny when you are in front of an audience as y

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

u are with colleagues and friends at work or at a cocktail party. You must be able to witness your naturally funny behavior in order to bring that “funny” to the platform. That behavior includes vocal rhythms and volume, physical gestures and mannerisms and a sense of joy and playfulness.

Let’s focus on three elem

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

nts that will make you funnier: comedy writing, exaggeration and playfulness.

Comedy Writing:

Comedy is structure combined with delivery. While delivery is essential, structure is equally important. In fact, when the structure is excellent, almost anyone can deliver the same material and it will get the laugh.

L

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

t’s look at a technique called a “triple”. In this example, I use a triple to illustrate the difference in personality styles between myself and my teenage son.

“My son Bennett and I couldn’t be more different. I’m an extrovert - he’s an introvert. I’m creative - he’s linear. I’m verbal - he’s (hold for two beats

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

) an engineer.”

In a “triple”, rather than using one or two examples to explain something, use three instead. The first two set a pattern and the third breaks the pattern with a humorous twist.

Triples get a laugh because of structure. In the example used above, I always get a good laugh on the word, engineer. Wh

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

? Let’s break it down.

First of all, I’m playing off of common knowledge of personality descriptions. Everyone is aware of the personality categories of introverts and extroverts. That example lays the foundation for the “triple.” Introverts and extroverts set up the pattern of opposites. “Creative” and “linear” c

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ntinues the pattern because creative people are known to be non-linear thinkers.

To aid in this second example I use a gesture with my hands to indicate the difference between creative and linear. On the word “creative” my hands fly all over the place. On the word “linear” I hold my hands in front of me with the p

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

lms facing each other about three inches apart. I then move them from right to left as if organizing my socks by the day of the week.

In the third example, when I say the word “verbal”, the logical progression of opposites would be “non-verbal.” By substituting the word “engineer” I have used the ultimate weapon o

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

f comedy structure, surprise. It is an illogical, logical substitution. Engineers are non-verbal. Since there are engineers in most business audiences, and since engineers are known be be more cerebral than verbal, the device works.

Where does this kind of structure evolve? In the writing. It happens when you are

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

riting your script and rehearsing their delivery. You may get lucky and discover something funny spontaneously on the platform every once in awhile, but if you want results that you can count on day in and day out, write your comedy.

Exaggeration:

Exaggeration in comedy simply means that you take something to the

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

extremes. Take your idea, gesture or situation and keep going, broaden it - blow it all out of proportion.

There are three forms of exaggeration:

Exaggerating the facts: I tell all my students, “Don’t let the facts get in the way of a good story.” What I mean is that embellishment is the backbone of comedy. When

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ou want a laugh, stretch the truth. Here’s an example.

Truth: I fell down a couple of stairs and skinned my knee. Exaggeration: I was walking down a flight of steps and I tripped and went flying through the air. I grabbed for the railing and it came off in my hand. As I was falling forward, a nine foot railing in

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

my hand, I swung around and let go of the railing. It went sailing through the air and crashed through the windshield of my boss’s car. Luckily for me, I only scraped my knee.

Exaggerating vocally: Emphasize emotional states with vocal exaggeration such as volume. Get loud for panic or if something is ridiculous.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

Exaggerating physically: I have yet to work with anyone, including high level executives and accountants, who wasn’t able to get a laugh simply by exaggerating a physical or facial reaction. Physical comedy is non-verbal. It takes place in reaction to an inner or outer stimulus.

Physical comedy, whether it’s a g

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

sture, a melodramatic freeze or a facial expression, takes time. You have to deliver a sentence, take the time to fill the next moment with a reaction, and then go on. Without completing the reaction, the bit won’t work. It always takes longer than most non-comedians think – so triple the length of the reaction.

I

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

you observe yourself closely, you may discover that you are more animated off the platform than on it. In other words, you exaggerate naturally, and then tone it down for performance. That’s backwards. Exaggerate and you will get laughs.

Playfulness:

Playfulness is a quality, but also is an ingredient in comedic

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

performance. Funny people have fun while they perform. This attitude of playfulness occurs on two levels. The first level is with myself. The second level is with my audience. When you are playful with your own personality, material and style, it gives the audience permission to laugh along with you. We know this

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

s self-deprecating humor. I call it self-loving humor. Without loving yourself, it is hard to make fun of yourself in a way that creates connection and safety with the audience. Having created a level of safety with your audience, they will allow you to be playful with them, as well.

In conclusion, it’s not true t

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

at you have to be serious all the time to be taken seriously. So loosen up and get playful! You’ll be laughing all the way to the bank.

PS: I have two resources that teach The 29 Disciplines of Comedy. The first is a 2 CD set called Get More Laughs. The same two CD's are contained in 21-Step Dynamite Speech System

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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