Charles Harben is a content strategist who treats comedy as a research method. He came to marketing from behavioral psychology, where he published research before concluding that a well-built joke tests a hypothesis about an audience faster than a survey does. If people laugh, the read was right. His approach is structured around factoring and decomposition. Before creating anything, he separates a brand's situation into its distinct working parts: what the product actually does, what the buyer is quietly tired of, and what the format can carry. What comes out is content uniquely tailored to your audience's specific lived experiences. Likes: Good food, fantasy football, game theory. Dislikes: IPAs, green text bubbles, people that chew with their mouth open.