The story behind the brand
MEET HUGH MOOR. AND THE MAN BEHIND HIM.
Hugh Moor has a simple mission: to help people win more business by being more human.
Behind Hugh Moor is Anthony Farr, an international business leader with over 30 years of experience in sales, partnerships and build relationships around the world.
His belief? In a world increasingly dominated by technology and AI, our ability to connect with other people is becoming our greater competitive advantage.
And humour is one of the most powerful ways to do it!
30+ YEARS IN BUSINESS.
A LIFETIME OF HUMOUR.
I've spent more than 30 years working in international business across Europe, Asia and Australia.
I have built winning sales teams, developed partnerships and closed business at many of the largest companies in many verticals. I have lived the pressure of large quotas, quarter end and have been GM, VP or Country Manager for major technology vendors. I am also versed in all the wonderful traditional sales methodologies such as MEDDIC, SPIN and Challenger etc and the value that they can bring.
Along the way, I've worked with people from different countries, cultures and industries. And one thing has always stood out: people do business with people they like, trust and remember.
I've also discovered that humour can be an incredibly effective business tool. Not telling jokes or trying to be the funniest person in the room, but knowing when a little humour can break the ice, ease tension, build trust or turn a difficult conversation into a productive one.
That's why I created Hugh Moor.
To share what I've learned and help salespeople, leaders and teams use humour naturally, confidently and effectively and win more business particularly where AI is disrupting our industry.
Because business is serious. But that doesn't mean we have to be serious all the time.
WHY HUMOUR WORKS
Hugh Moor isn't about being funny. It's about making a connection.
Think about the people you most enjoy working with, your best customers etc. Chances are, they're the ones that make you feel comfortable, who can lighten a difficult moment and who you genuinely enjoy spending time with.
That's not a coincidence.
Used naturally and appropriately, humour can change the tone of a conversation, help people relax and make you someone who they actually want to do business with.
Embark on extraordinary adventures with our tailored travel experiences, designed for your enjoyment.
BREAK THE ICE
BUILD TRUST
BE REMEMBERED
A little humour can put people at ease, remove awkwardness and get conversations off to a better start.
People connect with people, not sales scripts. Humour helps you show your personality and build genuine relationships.
When everyone is making similar pitches, a genuine human connection can make you stand out long after the meeting ends.
You don't need to be a comedian.
You just need to be yourself, with a little more humour.
a few words from people i've worked with
DON'T JUST TAKE MY WORD FOR IT
Over the years, I've had the pleasure of working with some brilliant people and also the people commenting here :).
Anthony takes complex subjects and business relationships and simplifies them with his human and humour skills so everyone is on the same page and finding the best solution.
ARthur Velasquez
Fractional CRO, Better Revenue Teams
Anthony's human demo at a key tech conference was a masterpiece and conveyed our message more powerfully than any 'normal' demo could have.
TOM SMITH
CEO/CRO
Anthony has the ability to bring the best out of people, using humour to build trust, express vulnerability and drive amazing outcomes.
Emma ROBINSON
B2B Marketing, Canva
Anthony's approach reduces the tension in the room and makes it easier to find win-win outcomes in the largest of negotiations.
DAVE WATSON
Technology Acquisitions Advisor
LET'S MAKE BUSINESS MORE HUMAN.
You've met the man behind Hugh Moor. Now let's talk about what a little more humour could do for your business.
Whether you're looking to energise, upskill your team's human skills or just bring something different to your next event, I'd love to hear from you.
And don't worry, you don't have to be funny. That's my job!