0:00:07.316,0:00:13.601
In 2009, a man, a journalist[br]by the name Rob Walker,

0:00:13.601,0:00:15.283
wanted to find out this:

0:00:15.825,0:00:19.170
Is storytelling really[br]the most powerful tool of all?

0:00:20.206,0:00:21.759
And in order to do this,

0:00:23.635,0:00:27.801
he went on his computer,[br]and he bought 200 objects from eBay.

0:00:29.337,0:00:32.726
And the average price of the objects[br]was about one dollar.

0:00:33.549,0:00:35.732
He then called 200 authors,[br]and he asked them,

0:00:35.732,0:00:39.185
"Hey, would you like to be part[br]of the 'significant object study'?

0:00:39.282,0:00:42.935
Which means that I would like you[br]to write a story to one of the objects."

0:00:43.296,0:00:45.244
And 200 authors said yes.

0:00:46.117,0:00:49.778
So there he had 200 objects,[br]he had 200 stories,

0:00:50.149,0:00:54.082
and I assume that it was[br]with nail-biting anticipation

0:00:55.369,0:00:58.292
that he went on eBay again[br]with all the 200 objects.

0:00:58.292,0:01:00.966
Would there be a difference?[br]Would there be a change?

0:01:00.966,0:01:02.500
Do you think there was a change?

0:01:03.110,0:01:05.306
One of the objects was this,

0:01:05.931,0:01:07.454
this beautiful horse's head.

0:01:07.454,0:01:08.934
There we go.

0:01:08.934,0:01:10.544
The beautiful horse's head.

0:01:11.154,0:01:14.562
Now, this beautiful horse's head[br]was bought for 99¢

0:01:15.348,0:01:20.885
and was sold, when the story[br]was added, for $62.95.

0:01:20.885,0:01:22.199
(Laughter)

0:01:22.199,0:01:26.255
That is a slight increase of 6395%.

0:01:26.567,0:01:28.908
So, was this a one-off situation?

0:01:29.002,0:01:30.086
Not really,

0:01:30.097,0:01:34.357
because he bought the 200 objects[br]for a total of $129,

0:01:34.709,0:01:38.388
selling them for $8000.

0:01:40.374,0:01:41.825
Now, that's insane.

0:01:42.272,0:01:45.683
But you know what's even more[br]intellectually challenging to understand?

0:01:45.683,0:01:47.531
How can you and I

0:01:48.459,0:01:53.067
go to the movies and pay good money[br]to watch movies like James Bond,

0:01:53.075,0:01:55.532
[that] are absolutely unrealistic?

0:01:55.969,0:01:57.890
And we sit there;[br]we enjoy the movie.

0:01:58.086,0:02:00.672
And some of us, we really enjoy the movie.

0:02:00.672,0:02:04.446
And we leave the theater,[br]going like, "God, what a man!

0:02:04.865,0:02:07.079
I would like to be more like him.

0:02:07.079,0:02:09.669
I'd like to walk like him.[br]I'd like to talk like him.

0:02:09.867,0:02:11.824
I like Bond.

0:02:11.824,0:02:12.894
(Laughter)

0:02:12.904,0:02:15.982
I wonder how I could be more like Bond."

0:02:16.350,0:02:19.876
And then this weird revelation[br]hits you like from nowhere,

0:02:19.887,0:02:23.345
and you come up with a brilliant idea[br]to walk to a watchmaker shop.

0:02:23.345,0:02:27.683
And wow! It just happens[br]to be an Omega watch in that shop

0:02:27.715,0:02:30.428
that resembles the one[br]that Bond was wearing in the movie.

0:02:30.785,0:02:34.779
And you pay $10,000[br]to put that watch on your wrist.

0:02:34.779,0:02:39.533
And you leave that store[br]feeling more like Bond.

0:02:41.164,0:02:43.067
How is that possible?

0:02:43.586,0:02:48.917
PQ Media tells us[br]that 10.5 billion dollars

0:02:48.986,0:02:52.831
is turned over in product placement[br]revenue every single year.

0:02:53.856,0:02:56.836
How is it possible for you[br]to be so easily tricked

0:02:56.899,0:02:59.509
by something so simple as a story?

0:03:00.586,0:03:02.150
Because you are tricked.

0:03:05.121,0:03:07.361
Well, it all comes down to one core thing,

0:03:07.373,0:03:09.324
and that is emotional investment.

0:03:09.357,0:03:12.473
The more emotionally invested you are[br]in anything in your life,

0:03:12.473,0:03:15.758
the less critical and the less[br]objectively observant you become.

0:03:16.727,0:03:20.327
And the greatest[br]emotional investment of all

0:03:20.327,0:03:21.688
is falling in love.

0:03:22.755,0:03:27.028
Now, falling in love[br]resembles a good story.

0:03:27.537,0:03:29.755
Do you remember[br]the last time you fell in love?

0:03:30.372,0:03:33.650
Yeah? Good for you.[br]It's a beautiful feeling, isn't it?

0:03:33.650,0:03:35.060
(Laughter)

0:03:35.304,0:03:40.019
Do you remember how you longed[br]and how you yearned and how you dreamt?

0:03:40.019,0:03:42.415
Then you looked at her,[br]and maybe you thought,

0:03:42.415,0:03:44.999
"God, I love the way you chew that apple -

0:03:44.999,0:03:46.217
so crunchy.

0:03:46.217,0:03:47.457
(Laughter)

0:03:47.457,0:03:50.958
And the way you slurp that tea,[br]just over the edge, you know.

0:03:51.490,0:03:53.047
Oh, it's so sexy.

0:03:53.502,0:03:54.839
Love it!"

0:03:55.638,0:04:00.839
And then about 13 months later,[br]when you biochemically fall out of love -

0:04:00.851,0:04:04.234
13 months later, on an average,[br]you fall out of love -

0:04:04.308,0:04:08.952
suddenly you find yourself[br]sitting in the sofa, and you go,

0:04:09.637,0:04:12.695
"Jesus Christ, where[br]did this thing come from?

0:04:12.695,0:04:15.184
Oh my God! And where are my friends?

0:04:15.184,0:04:16.511
This is a weird thing."

0:04:16.511,0:04:20.755
Then suddenly you hear a sound;[br]you go like, "What's that?"

0:04:20.863,0:04:23.592
You go over to the kitchen,[br]and you look, and you go like,

0:04:23.592,0:04:25.724
"Oh, it's you![br]You're eating an apple there.

0:04:26.138,0:04:28.678
Could you just keep that down[br]just a little bit?

0:04:28.898,0:04:30.854
You're kind of spraying the table there.

0:04:30.854,0:04:32.389
Please, please don't."

0:04:32.577,0:04:34.388
And you sit down comfortably again,

0:04:34.388,0:04:35.533
and just a minute later,

0:04:35.533,0:04:39.599
you hear somebody drinking tea[br]from the kitchen, going (Slurp).

0:04:39.616,0:04:42.347
And suddenly, this is all annoying to you.

0:04:42.768,0:04:44.117
Have you been there?

0:04:45.126,0:04:46.365
Sadly enough,

0:04:47.958,0:04:49.247
13 months later,

0:04:49.247,0:04:53.888
our critical thinking and our cortex[br]comes home from a one-year-long vacation,

0:04:54.092,0:04:56.504
and we start questioning things.

0:04:58.289,0:05:01.946
During those 13 months, what happened[br]was that your brain was flooded

0:05:01.946,0:05:05.095
with neurotransmitters and hormones[br]hijacking your cortex,

0:05:05.095,0:05:09.276
throwing your objectively[br]observant skills out of the window.

0:05:11.556,0:05:15.090
And the thing with storytelling[br]is that the same thing can happen.

0:05:15.435,0:05:19.396
In stories, the same hormones[br]and neurotransmitters can be released.

0:05:20.716,0:05:26.393
Hormones like vasopressin, oxytocin,[br]serotonin, dopamine, endorphins.

0:05:27.069,0:05:28.274
And you know what?

0:05:28.274,0:05:30.507
That's what I would like to do[br]during my talk.

0:05:30.847,0:05:35.329
I would like to induce[br]three hormones into your brain.

0:05:35.762,0:05:38.907
I call it "the angels' cocktail,"[br]so it's a nice cocktail.

0:05:39.543,0:05:43.448
I would like to start with radically[br]increasing your dopamine levels.

0:05:43.922,0:05:45.694
And I need your consent on this.[br]

0:05:45.694,0:05:46.916
Is it okay?

0:05:47.432,0:05:48.444
Cool.

0:05:48.444,0:05:52.086
And if you don't like the idea of that,[br]you'll just have to cover your ears.

0:05:52.871,0:05:55.520
So, dopamine. This is what it looks like.

0:05:55.642,0:05:59.102
And when you have that in your blood,[br]these are the beautiful effects:

0:05:59.102,0:06:02.862
you get more focus, more motivation,[br]and you remember things in a better way.

0:06:03.185,0:06:06.154
So what does dopamine feel like?[br]It feels like this.

0:06:08.155,0:06:11.072
About six years ago, I received[br]a phone call from a woman

0:06:11.072,0:06:15.349
who represented one of the biggest[br]training companies in Scandinavia,

0:06:15.349,0:06:16.825
and she said, "Hey, David!

0:06:16.825,0:06:20.015
We've got a lot of trainers[br]in presentation skills and in rhetorics,

0:06:20.015,0:06:22.443
and we'd like to increase[br]the level of all of these,

0:06:22.443,0:06:24.534
and we think you are a perfect pick.

0:06:24.656,0:06:26.628
Would you like to come to a meeting?"

0:06:26.660,0:06:29.222
I'm like, "Wow, I'm honored. I'd love to."

0:06:30.012,0:06:33.456
And I come up to Stockholm,[br]and I'm going to their office,

0:06:33.456,0:06:36.301
and just as I am going[br]to pull the handle down,

0:06:36.670,0:06:37.831
what I don't know then

0:06:37.831,0:06:40.622
is that I'm walking into[br]one of the absolute worst meetings

0:06:40.622,0:06:43.422
I'm ever going to have in my life.

0:06:43.854,0:06:46.413
But I don't know that yet, so it's okay.

0:06:48.129,0:06:50.939
I open the door, and I meet this woman.

0:06:50.939,0:06:52.220
Her name is Liana.

0:06:52.220,0:06:54.559
And hurriedly she says,[br]"David, just so you know,

0:06:54.559,0:06:56.864
I'm not the one you're having[br]this meeting with;

0:06:56.864,0:06:59.926
you're going to have it[br]with three gentlemen, further on here."

0:06:59.926,0:07:01.928
And I'm like, "Okay,[br]that's a bit strange."

0:07:01.928,0:07:04.959
Usually you know who[br]you're going to have the meeting with.

0:07:04.959,0:07:07.381
Then she progresses[br]with a bit of chit-chatting,

0:07:07.381,0:07:10.126
and then suddenly she says,[br]"Are you ready now?"

0:07:10.126,0:07:12.821
And I'm like, "Yeah,[br]what should I be ready for?"

0:07:13.599,0:07:16.553
She says, "Just so you know -[br]Can you see the room over there?"

0:07:16.553,0:07:18.245
And I go like, "Yes, I can see it."

0:07:18.247,0:07:20.570
"Well, in that room[br]you have the three gentlemen.

0:07:20.570,0:07:23.489
Just so you know, they're all[br]majority owners of this company.

0:07:23.489,0:07:25.644
They've all got an ex-military background,

0:07:25.644,0:07:28.813
and none of them wants the training[br]that you are going to pitch."

0:07:28.813,0:07:29.963
(Laughter)

0:07:29.963,0:07:31.581
I'm like, "Come on!

0:07:31.784,0:07:33.734
Why am I here?"

0:07:34.264,0:07:36.718
And it's like, "Well,[br]all the trainers want this,

0:07:36.718,0:07:38.906
but the management are on too high horses.

0:07:38.906,0:07:40.844
They can't see that they need it.

0:07:40.844,0:07:42.112
So it's pretty simple.

0:07:42.112,0:07:45.338
The only thing you have to do[br]is go in there and kind of, you know,

0:07:45.338,0:07:47.308
just prove the opposite."

0:07:47.330,0:07:49.627
I'm like, "Yeah, that sounds[br]simple, doesn't it?"

0:07:49.907,0:07:52.786
And I can remember myself,[br]I'm walking towards this office,

0:07:52.786,0:07:56.127
my sweat is coming down[br]my palms, my heart is racing,

0:07:56.827,0:07:59.821
and just halfway there, she calls my name.

0:07:59.852,0:08:01.168
And I still, to this day,

0:08:01.168,0:08:03.423
don't know if this woman[br]is sadomasochistic

0:08:03.423,0:08:05.679
or just downright unintelligent.

0:08:06.132,0:08:08.827
Because she calls my name,[br]and she goes like, "David!"

0:08:08.827,0:08:11.551
It's like I'm going to get the tip[br]or something like that,

0:08:11.551,0:08:13.524
so I turn around to ask her,

0:08:13.524,0:08:15.339
and she says the following -

0:08:18.642,0:08:22.051
And if I don't tell you[br]what she says there, is that annoying?

0:08:22.051,0:08:23.467
(Laughter)

0:08:24.608,0:08:27.776
Well, actually, as an example,[br]I'm not going to do that.

0:08:28.253,0:08:31.547
I just wanted to prove to you[br]what it feels with high dopamine levels.

0:08:31.547,0:08:34.063
Would you say that[br]your focus was increased?

0:08:34.310,0:08:36.096
Your attention was increased?

0:08:36.186,0:08:39.144
You were creative;[br]you created situations around this,

0:08:39.144,0:08:42.608
and you probably already figured out[br]what that room looked like, correct?

0:08:42.608,0:08:45.537
And you'll remember that I[br]did that to you for quite a while.

0:08:46.635,0:08:48.377
Now, the feeling you had there

0:08:48.377,0:08:50.888
was high levels of dopamine,[br]which is beautiful.

0:08:50.888,0:08:52.182
So how do you do that?

0:08:52.599,0:08:56.141
Well, what you do is you build suspense,

0:08:56.737,0:08:58.083
you launch a cliffhanger,

0:08:58.083,0:08:59.770
and the most beautiful thing of all

0:08:59.770,0:09:03.683
is that all storytelling is,[br]per definition, dopamine-creating

0:09:03.683,0:09:06.632
because it's always something[br]that we're waiting and expecting.

0:09:06.645,0:09:10.224
So just imagine, just by using[br]storytelling you can get those techniques.

0:09:10.224,0:09:12.369
You don't have to do[br]a cliffhanger like I did.

0:09:13.631,0:09:15.180
So that was the first hormone.

0:09:15.540,0:09:17.659
I'd now like to go to oxytocin.

0:09:17.972,0:09:20.346
Is that okay as well? I'll induce that?

0:09:21.234,0:09:22.314
All right.

0:09:22.314,0:09:24.929
The beautiful effects[br]of oxytocin are the following:

0:09:24.929,0:09:28.169
you become more generous,[br]you trust me more, and you bond to me.

0:09:28.169,0:09:29.781
You want to do that?

0:09:30.940,0:09:32.178
All right.

0:09:35.975,0:09:37.985
All right, so this was a ...

0:09:39.103,0:09:40.658
Nine months had passed,

0:09:41.464,0:09:44.592
and it was a planned caesarean.

0:09:46.037,0:09:49.598
And the little brother, who was[br]5 years of age at that point of time,

0:09:49.598,0:09:52.595
he was kind of really looking forward[br]to what's going to be -

0:09:52.595,0:09:53.909
what's going to happen.

0:09:53.909,0:09:56.433
He was going to become a big brother.

0:09:56.436,0:09:58.592
And he had helped us[br]pick out the wallpaper,

0:09:58.616,0:10:00.986
he'd helped choose the bed linen.

0:10:00.989,0:10:04.301
He'd even saved his own pocket money[br]to buy a little stuffed animal,

0:10:04.301,0:10:06.537
which was placed on the pillowcase.

0:10:08.054,0:10:10.614
About two days before[br]the planned cesarean,

0:10:10.614,0:10:11.854
something happened.

0:10:11.944,0:10:13.376
Something wasn't right.

0:10:13.376,0:10:15.972
The parents couldn't - something was off.

0:10:16.893,0:10:20.851
And the day before, there was simply[br]no movement in the stomach,

0:10:20.851,0:10:22.382
there was no heartbeat.

0:10:22.382,0:10:24.590
You couldn't feel or hear anything at all.

0:10:26.054,0:10:28.167
So the parents were rushed into hospital,

0:10:28.878,0:10:30.417
laid down on a bed,

0:10:30.417,0:10:32.789
and doctor comes in, checks the stomach,

0:10:34.074,0:10:38.528
looks at me and sees what I see,

0:10:38.550,0:10:41.861
and that is that the heart[br]is no longer beating for this child.

0:10:44.808,0:10:46.874
This was me, nine years ago.

0:10:46.874,0:10:49.950
It was the worst thing[br]I've ever experienced in my entire life.

0:10:52.786,0:10:57.275
And, I don't know, can you just imagine[br]what you have to tell a five -

0:10:57.275,0:10:59.125
how you tell that to a five-year-old?

0:11:00.097,0:11:01.503
Can you just imagine that?

0:11:01.503,0:11:05.577
Because he's home there, waiting[br]in anticipation for this coming event.

0:11:06.070,0:11:07.552
But it won't happen.

0:11:08.392,0:11:11.656
So a part of me and to handle that,

0:11:11.656,0:11:13.021
I talk about it.

0:11:13.364,0:11:15.320
And I've talked to you about it now.

0:11:15.600,0:11:19.460
And now you got higher levels[br]of oxytocin in your blood,

0:11:19.813,0:11:21.313
whether you want it or not,

0:11:21.521,0:11:23.686
which means that you feel more human;

0:11:23.686,0:11:28.666
you're bonding to me,[br]and you're feeling more relaxed.

0:11:29.162,0:11:30.679
So how do you do that?

0:11:30.911,0:11:33.561
In storytelling, you create empathy.

0:11:34.582,0:11:38.391
So whatever character you build,[br]you create empathy for that character.

0:11:39.250,0:11:42.735
And oxytocin is the most[br]beautiful hormone of all

0:11:42.735,0:11:44.410
because you feel human.

0:11:45.576,0:11:48.352
The third, and last, hormone is endorphin,

0:11:48.352,0:11:50.327
and I would like to show you a woman

0:11:50.327,0:11:53.746
which, we can say,[br]has overdosed on endorphins.

0:11:53.746,0:11:55.538
Let's just look what that looks like.

0:11:56.479,0:11:57.828
Ah, we'll go here.

0:11:58.900,0:12:01.012
(Video) Priest:[br]To inspire and to respond ...

0:12:01.326,0:12:03.000
(Muffled laughter)

0:12:03.367,0:12:05.184
Are you speaking or listening?

0:12:05.184,0:12:07.434
(Laughter)

0:12:09.623,0:12:11.465
Woman: To speak and to listen.

0:12:11.815,0:12:13.130
(Laughter)

0:12:13.130,0:12:14.245
I'm sorry.

0:12:25.664,0:12:28.278
Okay, um, to speak and to listen?

0:12:29.679,0:12:31.651
Priest: To inspire and to respond.

0:12:31.651,0:12:33.235
Woman: To inspire and to respond.

0:12:33.235,0:12:34.834
Priest: And in all circumstances

0:12:35.095,0:12:37.196
Woman: (Laughter)

0:12:40.327,0:12:41.829
Woman: And in all circumstances

0:12:41.829,0:12:43.483
Priest: Of our life together

0:12:43.489,0:12:45.930
Woman: (Laughter)

0:12:51.521,0:12:53.644
Woman: I'm sorry - of our life together

0:12:54.261,0:12:55.396
Of our life together

0:12:55.396,0:12:58.337
Priest: To be loyal to you[br]with my whole life and all my being

0:12:58.337,0:13:01.336
Woman: To be loyal to you[br]with my whole life and all my being

0:13:01.336,0:13:04.044
Priest: Until death parts us.[br]Woman: Until death parts us.

0:13:04.044,0:13:05.614
Woman and Man: (Laughter)

0:13:06.177,0:13:07.677
(Audience) (Laughter)

0:13:08.741,0:13:11.654
Oh, the timing of that[br]is so lousy, isn't it?

0:13:13.051,0:13:16.220
So how do you create endorphins?[br]Well, you make people laugh.

0:13:16.687,0:13:21.246
What happens then is that they become[br]more creative, they become more relaxed,

0:13:21.408,0:13:24.861
and again, they become more focused,[br]which is beautiful to have.

0:13:25.492,0:13:28.739
Now, all these three hormones[br]that I've induced into your brain now

0:13:29.224,0:13:31.463
is what I call "the angels' cocktail."

0:13:31.930,0:13:35.956
But there is an opposite of that cocktail,[br]and I call that '"the devil's cocktail."

0:13:36.292,0:13:41.915
And the devil's cocktail has high levels[br]of cortisol and adrenalin.

0:13:42.653,0:13:44.026
And they feel like this.

0:13:46.385,0:13:47.833
(Quick yell)

0:13:47.833,0:13:49.033
(Laughter)

0:13:50.438,0:13:51.986
Sorry to do that to you.

0:13:53.971,0:13:56.294
So, high levels[br]of cortisol and adrenaline.

0:13:56.930,0:14:00.307
The problem with that is that[br]if you've got really high concentrations -

0:14:00.307,0:14:01.794
which I didn't give you there -

0:14:01.794,0:14:04.336
but when you've got[br]high concentrations, look at this:

0:14:04.336,0:14:07.986
[Intolerant, Irritable, Uncreative,[br]Critical, Memory impaired, Bad decisions]

0:14:07.986,0:14:11.443
Is this something that you want[br]to have the people you talk to

0:14:11.443,0:14:13.677
have in their blood, in their system?

0:14:15.599,0:14:18.403
Now, in our stressful work lives,[br]in our stressful lives,

0:14:18.403,0:14:21.849
many times, when you present,[br]communicate, deliver meetings,

0:14:21.849,0:14:24.020
Which one do you think[br]they've drunk most of?

0:14:24.020,0:14:26.794
The devil's cocktail[br]or the angels' cocktail?

0:14:27.857,0:14:29.802
Most commonly, the devil's cocktail.

0:14:30.388,0:14:33.959
And the problem then is that you've got[br]all this to work against.

0:14:35.181,0:14:37.481
But all of that can change today.

0:14:38.038,0:14:39.185
All of that can change

0:14:39.185,0:14:42.646
by you starting to use something[br]I call functional storytelling.

0:14:43.272,0:14:47.115
And functional storytelling means[br]that you do these three things:

0:14:47.118,0:14:52.288
One, you have to understand that[br]you don't have to be a bearded old man

0:14:52.288,0:14:57.799
in front of a fireplace with a dark voice[br]in order to be a great storyteller.

0:14:58.080,0:14:59.923
In my experience, when I train people,

0:14:59.923,0:15:02.433
everybody is a good[br]storyteller from birth.

0:15:02.907,0:15:05.288
The only problem[br]is that you don't believe in it.

0:15:05.291,0:15:07.555
The second thing[br]is write down your stories.

0:15:07.555,0:15:10.990
You'll notice that you have three[br]to four times more stories in your life

0:15:10.990,0:15:13.675
than you thought that you had.

0:15:13.957,0:15:15.756
Three, index those stories.

0:15:15.756,0:15:19.354
Which of your stories make people laugh,[br]i.e. create endorphins?

0:15:19.354,0:15:22.604
Which make people[br]feel empathy, i.e. oxytocin?

0:15:23.328,0:15:25.301
And the next time you go into a meeting,

0:15:26.287,0:15:31.280
you pick the story you want[br]to release the hormone you wish

0:15:31.280,0:15:33.138
in the person that you're talking to

0:15:33.143,0:15:36.763
to get exactly the desired[br]effects that you want.

0:15:37.422,0:15:39.097
And that's a beautiful thing.

0:15:41.606,0:15:45.896
Now, you know me, some of you[br]know me as "Mr. Death by PowerPoint."

0:15:47.218,0:15:50.555
I want to round off[br]with making my point very clear.

0:15:51.252,0:15:53.173
And my point is this:

0:15:53.173,0:15:57.260
100 000 years ago, we started[br]developing our language.

0:15:58.023,0:16:01.498
It's sound to say that we started[br]using storytelling to transfer knowledge

0:16:01.510,0:16:03.220
from generation to generation.

0:16:03.615,0:16:09.473
27 000 years ago, we started transferring[br]knowledge from generation to generation

0:16:09.473,0:16:11.126
through cave paintings.

0:16:11.126,0:16:15.852
3 500 years ago, we started transferring[br]knowledge from generation to generation

0:16:15.852,0:16:17.303
through text.

0:16:18.586,0:16:20.746
28 years ago, PowerPoint was born.

0:16:21.565,0:16:24.700
Which one do you think[br]our brain is mostly adapted to?

0:16:25.064,0:16:26.493
Thank you very much.

0:16:26.493,0:16:29.779
(Applause)