In 2018, McGraw launched a podcast "I'm not joking" that looks at the lives of comedians, improvisers, comedy writers, and other funny people from business, science, and the arts.

[citation needed] In 2020, McGraw published his second book, Shtick to Business: What the Masters of Comedy can Teach You about Breaking Rules, Being Fearless, and Building a Serious Career.

At the University of Colorado's Leeds School of Business, he teaches courses in marketing management and behavioral economics.

[17] In 2011, McGraw and Joel Warner created "The Humor Code Project," a two-year, 91,000-mile global search for what makes things funny.

[19][20][21][22] McGraw's research and the book have been widely covered by the media, including the Wall Street Journal, NPR, MSNBC, The Boston Globe, Scientific American, The Atlantic, Denver Post, and others.

To glean a deeper understanding of humorous daily life in these cities, researchers asked residents about the entertainment they enjoyed, asked whether they looked for humor in their friends and lovers, and subjected them to a “Need for Levity” personality test.

[30][31][32] In December 2019, McGraw launched his second podcast called "Solo-The Single Person’s Guide to a Remarkable Life".