How Inside Joke Are Good for Business

My family loves inside jokes. Spend an hour with more than three of us and you'll likely be left wondering what we're laughing about half of the time. It's not that our jokes are private--they're just those "you had to be there" moments.

This article in a recent WSJ blog says inside jokes like that can be good for business. One company took the concept so far that they've created a fictional character, Bob Archer, who they refer to as the founder of the company. Not wanting to name the business after themselves, the real founders chose the name the Archer Group because it sounded creditable. "Bob Archer" was always thanked for paying the tab for client lunches. He even has own voice on the company's blog.

“When you’re in on a joke, it’s kind of like you’re special,” says Lee Mikles, one of the founders. “When our clients are able to feel like they’re in on this Bob Archer joke, and they can play along with it, you really feel them kind of light up, and that’s kind of neat.”

Though inside jokes are often thought to be exclusive, if you can come up with one inclusive enough for your entire client base, you might find yourself laughing all the way to the bank.