07/01/2013 06:02 pm ET Updated Aug 31, 2013

Shingerview With Baratunde Thurston of Cultivated Wit and More!

In the world's first Shingy-Tunde, I hop onto the rooftop of the Majestic Hotel with Baratunde Thurston, CEO, co-founder, and hashtagger-in-chief of Cultivated Wit. He also wrote the New York Times bestseller How To Be Black and served for five years as director of digital for the satirical news outlet, The Onion.

Humor makes us more human by revealing what matters to us, what triggers an emotional response. Before brands can seek to engage in humor, they must know what they stand for at their core. Because nothing falls flatter than false comedy.