Creedy Commentary


How To Overcome Negative Stereotypes

“The best way to break a negative stereotype is to shock the stereotype”

The Funeral Profession plays to the negative stereotype by the persona they cultivate: Formal, unapproachable, dignified, conventional, guardians of the past and so on. I have found one of the best ways to shock a stereotype is with humor.

If I owned a funeral home it would be my declared intent to cause people to find me approachable, fun and less intense than they might be expecting. I would want to be warm, humble and interestingly flexible.

Screen Shot 2015-02-16 at 3.04.01 PMTim Hoff is owner of the Hoff Funeral homes in Minnesota. He took on the challenge of raising $4,000 for a local charity. He chose to do this by producing a video that positioned him in a pretty vulnerable way. In so doing he is creating a persona of being fun, approachable and even a little bit funny…while working for a good cause that people relate to OTHER THAN BEING DEAD. Take a look:

So let’s help Tim manage his ICE PHOBIA by clicking here:


4 Responses

  1. Herb Ayres

    Way to have some fun Tim and show people your human side. I think the reason people hold these droll stereotypes is because they are true! Funeral service needs to attract people with real human personalities that sync up with their clients!

  2. I love this! Congrats to Tim for taking on the challenge and the risk.
    Alan, your sentiment that “…one of the best ways to shock a stereotype is with humor.” is spot on. I have a fledgling business called “I Want a Fun Funeral” – helping people plan their funerals in advance and have fun doing it (i.e. I’m not pushing “fun” funerals, only trying to lure people to the topic with lightheartedness). I have a very irreverent opening to my workshop, designed to make people laugh, which I tell them is to break the ‘spell’ we’re under that death and funerals is a morbid and depressing subject. I think humor is such an asset when creating an environment of fresh thinking. Now I want to do a video like Tim’s! Thanks for sharing it.

  3. What an interesting and fun video. I wouldn’t of expected that to come from someone in the funeral profession. My perspective has changed and I guess that means you have broken my stereotypical thinking. I enjoyed reading and watching this. Thanks for sharing.

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