[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:07.32,0:00:13.60,Default,,0000,0000,0000,,In 2009, a man, a journalist\Nby the name Rob Walker,
Dialogue: 0,0:00:13.60,0:00:15.28,Default,,0000,0000,0000,,wanted to find out this:
Dialogue: 0,0:00:15.82,0:00:19.17,Default,,0000,0000,0000,,Is storytelling really\Nthe most powerful tool of all?
Dialogue: 0,0:00:20.21,0:00:21.76,Default,,0000,0000,0000,,And in order to do this,
Dialogue: 0,0:00:23.64,0:00:27.80,Default,,0000,0000,0000,,he went on his computer,\Nand he bought 200 objects from eBay.
Dialogue: 0,0:00:29.34,0:00:32.73,Default,,0000,0000,0000,,And the average price of the objects\Nwas about one dollar.
Dialogue: 0,0:00:33.55,0:00:35.73,Default,,0000,0000,0000,,He then called 200 authors,\Nand he asked them,
Dialogue: 0,0:00:35.73,0:00:39.18,Default,,0000,0000,0000,,"Hey, would you like to be part\Nof the 'significant object study'?
Dialogue: 0,0:00:39.28,0:00:42.94,Default,,0000,0000,0000,,Which means that I would like you\Nto write a story to one of the objects."
Dialogue: 0,0:00:43.30,0:00:45.24,Default,,0000,0000,0000,,And 200 authors said yes.
Dialogue: 0,0:00:46.12,0:00:49.78,Default,,0000,0000,0000,,So there he had 200 objects,\Nhe had 200 stories,
Dialogue: 0,0:00:50.15,0:00:54.08,Default,,0000,0000,0000,,and I assume that it was\Nwith nail-biting anticipation
Dialogue: 0,0:00:55.37,0:00:58.29,Default,,0000,0000,0000,,that he went on eBay again\Nwith all the 200 objects.
Dialogue: 0,0:00:58.29,0:01:00.97,Default,,0000,0000,0000,,Would there be a difference?\NWould there be a change?
Dialogue: 0,0:01:00.97,0:01:02.50,Default,,0000,0000,0000,,Do you think there was a change?
Dialogue: 0,0:01:03.11,0:01:05.31,Default,,0000,0000,0000,,One of the objects was this,
Dialogue: 0,0:01:05.93,0:01:07.45,Default,,0000,0000,0000,,this beautiful horse's head.
Dialogue: 0,0:01:07.45,0:01:08.93,Default,,0000,0000,0000,,There we go.
Dialogue: 0,0:01:08.93,0:01:10.54,Default,,0000,0000,0000,,The beautiful horse's head.
Dialogue: 0,0:01:11.15,0:01:14.56,Default,,0000,0000,0000,,Now, this beautiful horse's head\Nwas bought for 99¢
Dialogue: 0,0:01:15.35,0:01:20.88,Default,,0000,0000,0000,,and was sold, when the story\Nwas added, for $62.95.
Dialogue: 0,0:01:20.88,0:01:22.20,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:22.20,0:01:26.26,Default,,0000,0000,0000,,That is a slight increase of 6395%.
Dialogue: 0,0:01:26.57,0:01:28.91,Default,,0000,0000,0000,,So, was this a one-off situation?
Dialogue: 0,0:01:29.00,0:01:30.09,Default,,0000,0000,0000,,Not really,
Dialogue: 0,0:01:30.10,0:01:34.36,Default,,0000,0000,0000,,because he bought the 200 objects\Nfor a total of $129,
Dialogue: 0,0:01:34.71,0:01:38.39,Default,,0000,0000,0000,,selling them for $8000.
Dialogue: 0,0:01:40.37,0:01:41.82,Default,,0000,0000,0000,,Now, that's insane.
Dialogue: 0,0:01:42.27,0:01:45.68,Default,,0000,0000,0000,,But you know what's even more\Nintellectually challenging to understand?
Dialogue: 0,0:01:45.68,0:01:47.53,Default,,0000,0000,0000,,How can you and I
Dialogue: 0,0:01:48.46,0:01:53.07,Default,,0000,0000,0000,,go to the movies and pay good money\Nto watch movies like James Bond,
Dialogue: 0,0:01:53.08,0:01:55.53,Default,,0000,0000,0000,,[that] are absolutely unrealistic?
Dialogue: 0,0:01:55.97,0:01:57.89,Default,,0000,0000,0000,,And we sit there;\Nwe enjoy the movie.
Dialogue: 0,0:01:58.09,0:02:00.67,Default,,0000,0000,0000,,And some of us, we really enjoy the movie.
Dialogue: 0,0:02:00.67,0:02:04.45,Default,,0000,0000,0000,,And we leave the theater,\Ngoing like, "God, what a man!
Dialogue: 0,0:02:04.86,0:02:07.08,Default,,0000,0000,0000,,I would like to be more like him.
Dialogue: 0,0:02:07.08,0:02:09.67,Default,,0000,0000,0000,,I'd like to walk like him.\NI'd like to talk like him.
Dialogue: 0,0:02:09.87,0:02:11.82,Default,,0000,0000,0000,,I like Bond.
Dialogue: 0,0:02:11.82,0:02:12.89,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:12.90,0:02:15.98,Default,,0000,0000,0000,,I wonder how I could be more like Bond."
Dialogue: 0,0:02:16.35,0:02:19.88,Default,,0000,0000,0000,,And then this weird revelation\Nhits you like from nowhere,
Dialogue: 0,0:02:19.89,0:02:23.34,Default,,0000,0000,0000,,and you come up with a brilliant idea\Nto walk to a watchmaker shop.
Dialogue: 0,0:02:23.34,0:02:27.68,Default,,0000,0000,0000,,And wow! It just happens\Nto be an Omega watch in that shop
Dialogue: 0,0:02:27.72,0:02:30.43,Default,,0000,0000,0000,,that resembles the one\Nthat Bond was wearing in the movie.
Dialogue: 0,0:02:30.78,0:02:34.78,Default,,0000,0000,0000,,And you pay $10,000\Nto put that watch on your wrist.
Dialogue: 0,0:02:34.78,0:02:39.53,Default,,0000,0000,0000,,And you leave that store\Nfeeling more like Bond.
Dialogue: 0,0:02:41.16,0:02:43.07,Default,,0000,0000,0000,,How is that possible?
Dialogue: 0,0:02:43.59,0:02:48.92,Default,,0000,0000,0000,,PQ Media tells us\Nthat 10.5 billion dollars
Dialogue: 0,0:02:48.99,0:02:52.83,Default,,0000,0000,0000,,is turned over in product placement\Nrevenue every single year.
Dialogue: 0,0:02:53.86,0:02:56.84,Default,,0000,0000,0000,,How is it possible for you\Nto be so easily tricked
Dialogue: 0,0:02:56.90,0:02:59.51,Default,,0000,0000,0000,,by something so simple as a story?
Dialogue: 0,0:03:00.59,0:03:02.15,Default,,0000,0000,0000,,Because you are tricked.
Dialogue: 0,0:03:05.12,0:03:07.36,Default,,0000,0000,0000,,Well, it all comes down to one core thing,
Dialogue: 0,0:03:07.37,0:03:09.32,Default,,0000,0000,0000,,and that is emotional investment.
Dialogue: 0,0:03:09.36,0:03:12.47,Default,,0000,0000,0000,,The more emotionally invested you are\Nin anything in your life,
Dialogue: 0,0:03:12.47,0:03:15.76,Default,,0000,0000,0000,,the less critical and the less\Nobjectively observant you become.
Dialogue: 0,0:03:16.73,0:03:20.33,Default,,0000,0000,0000,,And the greatest\Nemotional investment of all
Dialogue: 0,0:03:20.33,0:03:21.69,Default,,0000,0000,0000,,is falling in love.
Dialogue: 0,0:03:22.76,0:03:27.03,Default,,0000,0000,0000,,Now, falling in love\Nresembles a good story.
Dialogue: 0,0:03:27.54,0:03:29.76,Default,,0000,0000,0000,,Do you remember\Nthe last time you fell in love?
Dialogue: 0,0:03:30.37,0:03:33.65,Default,,0000,0000,0000,,Yeah? Good for you.\NIt's a beautiful feeling, isn't it?
Dialogue: 0,0:03:33.65,0:03:35.06,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:35.30,0:03:40.02,Default,,0000,0000,0000,,Do you remember how you longed\Nand how you yearned and how you dreamt?
Dialogue: 0,0:03:40.02,0:03:42.42,Default,,0000,0000,0000,,Then you looked at her,\Nand maybe you thought,
Dialogue: 0,0:03:42.42,0:03:44.100,Default,,0000,0000,0000,,"God, I love the way you chew that apple -
Dialogue: 0,0:03:44.100,0:03:46.22,Default,,0000,0000,0000,,so crunchy.
Dialogue: 0,0:03:46.22,0:03:47.46,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:47.46,0:03:50.96,Default,,0000,0000,0000,,And the way you slurp that tea,\Njust over the edge, you know.
Dialogue: 0,0:03:51.49,0:03:53.05,Default,,0000,0000,0000,,Oh, it's so sexy.
Dialogue: 0,0:03:53.50,0:03:54.84,Default,,0000,0000,0000,,Love it!"
Dialogue: 0,0:03:55.64,0:04:00.84,Default,,0000,0000,0000,,And then about 13 months later,\Nwhen you biochemically fall out of love -
Dialogue: 0,0:04:00.85,0:04:04.23,Default,,0000,0000,0000,,13 months later, on an average,\Nyou fall out of love -
Dialogue: 0,0:04:04.31,0:04:08.95,Default,,0000,0000,0000,,suddenly you find yourself\Nsitting in the sofa, and you go,
Dialogue: 0,0:04:09.64,0:04:12.70,Default,,0000,0000,0000,,"Jesus Christ, where\Ndid this thing come from?
Dialogue: 0,0:04:12.70,0:04:15.18,Default,,0000,0000,0000,,Oh my God! And where are my friends?
Dialogue: 0,0:04:15.18,0:04:16.51,Default,,0000,0000,0000,,This is a weird thing."
Dialogue: 0,0:04:16.51,0:04:20.76,Default,,0000,0000,0000,,Then suddenly you hear a sound;\Nyou go like, "What's that?"
Dialogue: 0,0:04:20.86,0:04:23.59,Default,,0000,0000,0000,,You go over to the kitchen,\Nand you look, and you go like,
Dialogue: 0,0:04:23.59,0:04:25.72,Default,,0000,0000,0000,,"Oh, it's you!\NYou're eating an apple there.
Dialogue: 0,0:04:26.14,0:04:28.68,Default,,0000,0000,0000,,Could you just keep that down\Njust a little bit?
Dialogue: 0,0:04:28.90,0:04:30.85,Default,,0000,0000,0000,,You're kind of spraying the table there.
Dialogue: 0,0:04:30.85,0:04:32.39,Default,,0000,0000,0000,,Please, please don't."
Dialogue: 0,0:04:32.58,0:04:34.39,Default,,0000,0000,0000,,And you sit down comfortably again,
Dialogue: 0,0:04:34.39,0:04:35.53,Default,,0000,0000,0000,,and just a minute later,
Dialogue: 0,0:04:35.53,0:04:39.60,Default,,0000,0000,0000,,you hear somebody drinking tea\Nfrom the kitchen, going (Slurp).
Dialogue: 0,0:04:39.62,0:04:42.35,Default,,0000,0000,0000,,And suddenly, this is all annoying to you.
Dialogue: 0,0:04:42.77,0:04:44.12,Default,,0000,0000,0000,,Have you been there?
Dialogue: 0,0:04:45.13,0:04:46.36,Default,,0000,0000,0000,,Sadly enough,
Dialogue: 0,0:04:47.96,0:04:49.25,Default,,0000,0000,0000,,13 months later,
Dialogue: 0,0:04:49.25,0:04:53.89,Default,,0000,0000,0000,,our critical thinking and our cortex\Ncomes home from a one-year-long vacation,
Dialogue: 0,0:04:54.09,0:04:56.50,Default,,0000,0000,0000,,and we start questioning things.
Dialogue: 0,0:04:58.29,0:05:01.95,Default,,0000,0000,0000,,During those 13 months, what happened\Nwas that your brain was flooded
Dialogue: 0,0:05:01.95,0:05:05.10,Default,,0000,0000,0000,,with neurotransmitters and hormones\Nhijacking your cortex,
Dialogue: 0,0:05:05.10,0:05:09.28,Default,,0000,0000,0000,,throwing your objectively\Nobservant skills out of the window.
Dialogue: 0,0:05:11.56,0:05:15.09,Default,,0000,0000,0000,,And the thing with storytelling\Nis that the same thing can happen.
Dialogue: 0,0:05:15.44,0:05:19.40,Default,,0000,0000,0000,,In stories, the same hormones\Nand neurotransmitters can be released.
Dialogue: 0,0:05:20.72,0:05:26.39,Default,,0000,0000,0000,,Hormones like vasopressin, oxytocin,\Nserotonin, dopamine, endorphins.
Dialogue: 0,0:05:27.07,0:05:28.27,Default,,0000,0000,0000,,And you know what?
Dialogue: 0,0:05:28.27,0:05:30.51,Default,,0000,0000,0000,,That's what I would like to do\Nduring my talk.
Dialogue: 0,0:05:30.85,0:05:35.33,Default,,0000,0000,0000,,I would like to induce\Nthree hormones into your brain.
Dialogue: 0,0:05:35.76,0:05:38.91,Default,,0000,0000,0000,,I call it "the angels' cocktail,"\Nso it's a nice cocktail.
Dialogue: 0,0:05:39.54,0:05:43.45,Default,,0000,0000,0000,,I would like to start with radically\Nincreasing your dopamine levels.
Dialogue: 0,0:05:43.92,0:05:45.69,Default,,0000,0000,0000,,And I need your consent on this.\N
Dialogue: 0,0:05:45.69,0:05:46.92,Default,,0000,0000,0000,,Is it okay?
Dialogue: 0,0:05:47.43,0:05:48.44,Default,,0000,0000,0000,,Cool.
Dialogue: 0,0:05:48.44,0:05:52.09,Default,,0000,0000,0000,,And if you don't like the idea of that,\Nyou'll just have to cover your ears.
Dialogue: 0,0:05:52.87,0:05:55.52,Default,,0000,0000,0000,,So, dopamine. This is what it looks like.
Dialogue: 0,0:05:55.64,0:05:59.10,Default,,0000,0000,0000,,And when you have that in your blood,\Nthese are the beautiful effects:
Dialogue: 0,0:05:59.10,0:06:02.86,Default,,0000,0000,0000,,you get more focus, more motivation,\Nand you remember things in a better way.
Dialogue: 0,0:06:03.18,0:06:06.15,Default,,0000,0000,0000,,So what does dopamine feel like?\NIt feels like this.
Dialogue: 0,0:06:08.16,0:06:11.07,Default,,0000,0000,0000,,About six years ago, I received\Na phone call from a woman
Dialogue: 0,0:06:11.07,0:06:15.35,Default,,0000,0000,0000,,who represented one of the biggest\Ntraining companies in Scandinavia,
Dialogue: 0,0:06:15.35,0:06:16.82,Default,,0000,0000,0000,,and she said, "Hey, David!
Dialogue: 0,0:06:16.82,0:06:20.02,Default,,0000,0000,0000,,We've got a lot of trainers\Nin presentation skills and in rhetorics,
Dialogue: 0,0:06:20.02,0:06:22.44,Default,,0000,0000,0000,,and we'd like to increase\Nthe level of all of these,
Dialogue: 0,0:06:22.44,0:06:24.53,Default,,0000,0000,0000,,and we think you are a perfect pick.
Dialogue: 0,0:06:24.66,0:06:26.63,Default,,0000,0000,0000,,Would you like to come to a meeting?"
Dialogue: 0,0:06:26.66,0:06:29.22,Default,,0000,0000,0000,,I'm like, "Wow, I'm honored. I'd love to."
Dialogue: 0,0:06:30.01,0:06:33.46,Default,,0000,0000,0000,,And I come up to Stockholm,\Nand I'm going to their office,
Dialogue: 0,0:06:33.46,0:06:36.30,Default,,0000,0000,0000,,and just as I am going\Nto pull the handle down,
Dialogue: 0,0:06:36.67,0:06:37.83,Default,,0000,0000,0000,,what I don't know then
Dialogue: 0,0:06:37.83,0:06:40.62,Default,,0000,0000,0000,,is that I'm walking into\None of the absolute worst meetings
Dialogue: 0,0:06:40.62,0:06:43.42,Default,,0000,0000,0000,,I'm ever going to have in my life.
Dialogue: 0,0:06:43.85,0:06:46.41,Default,,0000,0000,0000,,But I don't know that yet, so it's okay.
Dialogue: 0,0:06:48.13,0:06:50.94,Default,,0000,0000,0000,,I open the door, and I meet this woman.
Dialogue: 0,0:06:50.94,0:06:52.22,Default,,0000,0000,0000,,Her name is Liana.
Dialogue: 0,0:06:52.22,0:06:54.56,Default,,0000,0000,0000,,And hurriedly she says,\N"David, just so you know,
Dialogue: 0,0:06:54.56,0:06:56.86,Default,,0000,0000,0000,,I'm not the one you're having\Nthis meeting with;
Dialogue: 0,0:06:56.86,0:06:59.93,Default,,0000,0000,0000,,you're going to have it\Nwith three gentlemen, further on here."
Dialogue: 0,0:06:59.93,0:07:01.93,Default,,0000,0000,0000,,And I'm like, "Okay,\Nthat's a bit strange."
Dialogue: 0,0:07:01.93,0:07:04.96,Default,,0000,0000,0000,,Usually you know who\Nyou're going to have the meeting with.
Dialogue: 0,0:07:04.96,0:07:07.38,Default,,0000,0000,0000,,Then she progresses\Nwith a bit of chit-chatting,
Dialogue: 0,0:07:07.38,0:07:10.13,Default,,0000,0000,0000,,and then suddenly she says,\N"Are you ready now?"
Dialogue: 0,0:07:10.13,0:07:12.82,Default,,0000,0000,0000,,And I'm like, "Yeah,\Nwhat should I be ready for?"
Dialogue: 0,0:07:13.60,0:07:16.55,Default,,0000,0000,0000,,She says, "Just so you know -\NCan you see the room over there?"
Dialogue: 0,0:07:16.55,0:07:18.24,Default,,0000,0000,0000,,And I go like, "Yes, I can see it."
Dialogue: 0,0:07:18.25,0:07:20.57,Default,,0000,0000,0000,,"Well, in that room\Nyou have the three gentlemen.
Dialogue: 0,0:07:20.57,0:07:23.49,Default,,0000,0000,0000,,Just so you know, they're all\Nmajority owners of this company.
Dialogue: 0,0:07:23.49,0:07:25.64,Default,,0000,0000,0000,,They've all got an ex-military background,
Dialogue: 0,0:07:25.64,0:07:28.81,Default,,0000,0000,0000,,and none of them wants the training\Nthat you are going to pitch."
Dialogue: 0,0:07:28.81,0:07:29.96,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:29.96,0:07:31.58,Default,,0000,0000,0000,,I'm like, "Come on!
Dialogue: 0,0:07:31.78,0:07:33.73,Default,,0000,0000,0000,,Why am I here?"
Dialogue: 0,0:07:34.26,0:07:36.72,Default,,0000,0000,0000,,And it's like, "Well,\Nall the trainers want this,
Dialogue: 0,0:07:36.72,0:07:38.91,Default,,0000,0000,0000,,but the management are on too high horses.
Dialogue: 0,0:07:38.91,0:07:40.84,Default,,0000,0000,0000,,They can't see that they need it.
Dialogue: 0,0:07:40.84,0:07:42.11,Default,,0000,0000,0000,,So it's pretty simple.
Dialogue: 0,0:07:42.11,0:07:45.34,Default,,0000,0000,0000,,The only thing you have to do\Nis go in there and kind of, you know,
Dialogue: 0,0:07:45.34,0:07:47.31,Default,,0000,0000,0000,,just prove the opposite."
Dialogue: 0,0:07:47.33,0:07:49.63,Default,,0000,0000,0000,,I'm like, "Yeah, that sounds\Nsimple, doesn't it?"
Dialogue: 0,0:07:49.91,0:07:52.79,Default,,0000,0000,0000,,And I can remember myself,\NI'm walking towards this office,
Dialogue: 0,0:07:52.79,0:07:56.13,Default,,0000,0000,0000,,my sweat is coming down\Nmy palms, my heart is racing,
Dialogue: 0,0:07:56.83,0:07:59.82,Default,,0000,0000,0000,,and just halfway there, she calls my name.
Dialogue: 0,0:07:59.85,0:08:01.17,Default,,0000,0000,0000,,And I still, to this day,
Dialogue: 0,0:08:01.17,0:08:03.42,Default,,0000,0000,0000,,don't know if this woman\Nis sadomasochistic
Dialogue: 0,0:08:03.42,0:08:05.68,Default,,0000,0000,0000,,or just downright unintelligent.
Dialogue: 0,0:08:06.13,0:08:08.83,Default,,0000,0000,0000,,Because she calls my name,\Nand she goes like, "David!"
Dialogue: 0,0:08:08.83,0:08:11.55,Default,,0000,0000,0000,,It's like I'm going to get the tip\Nor something like that,
Dialogue: 0,0:08:11.55,0:08:13.52,Default,,0000,0000,0000,,so I turn around to ask her,
Dialogue: 0,0:08:13.52,0:08:15.34,Default,,0000,0000,0000,,and she says the following -
Dialogue: 0,0:08:18.64,0:08:22.05,Default,,0000,0000,0000,,And if I don't tell you\Nwhat she says there, is that annoying?
Dialogue: 0,0:08:22.05,0:08:23.47,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:24.61,0:08:27.78,Default,,0000,0000,0000,,Well, actually, as an example,\NI'm not going to do that.
Dialogue: 0,0:08:28.25,0:08:31.55,Default,,0000,0000,0000,,I just wanted to prove to you\Nwhat it feels with high dopamine levels.
Dialogue: 0,0:08:31.55,0:08:34.06,Default,,0000,0000,0000,,Would you say that\Nyour focus was increased?
Dialogue: 0,0:08:34.31,0:08:36.10,Default,,0000,0000,0000,,Your attention was increased?
Dialogue: 0,0:08:36.19,0:08:39.14,Default,,0000,0000,0000,,You were creative;\Nyou created situations around this,
Dialogue: 0,0:08:39.14,0:08:42.61,Default,,0000,0000,0000,,and you probably already figured out\Nwhat that room looked like, correct?
Dialogue: 0,0:08:42.61,0:08:45.54,Default,,0000,0000,0000,,And you'll remember that I\Ndid that to you for quite a while.
Dialogue: 0,0:08:46.64,0:08:48.38,Default,,0000,0000,0000,,Now, the feeling you had there
Dialogue: 0,0:08:48.38,0:08:50.89,Default,,0000,0000,0000,,was high levels of dopamine,\Nwhich is beautiful.
Dialogue: 0,0:08:50.89,0:08:52.18,Default,,0000,0000,0000,,So how do you do that?
Dialogue: 0,0:08:52.60,0:08:56.14,Default,,0000,0000,0000,,Well, what you do is you build suspense,
Dialogue: 0,0:08:56.74,0:08:58.08,Default,,0000,0000,0000,,you launch a cliffhanger,
Dialogue: 0,0:08:58.08,0:08:59.77,Default,,0000,0000,0000,,and the most beautiful thing of all
Dialogue: 0,0:08:59.77,0:09:03.68,Default,,0000,0000,0000,,is that all storytelling is,\Nper definition, dopamine-creating
Dialogue: 0,0:09:03.68,0:09:06.63,Default,,0000,0000,0000,,because it's always something\Nthat we're waiting and expecting.
Dialogue: 0,0:09:06.64,0:09:10.22,Default,,0000,0000,0000,,So just imagine, just by using\Nstorytelling you can get those techniques.
Dialogue: 0,0:09:10.22,0:09:12.37,Default,,0000,0000,0000,,You don't have to do\Na cliffhanger like I did.
Dialogue: 0,0:09:13.63,0:09:15.18,Default,,0000,0000,0000,,So that was the first hormone.
Dialogue: 0,0:09:15.54,0:09:17.66,Default,,0000,0000,0000,,I'd now like to go to oxytocin.
Dialogue: 0,0:09:17.97,0:09:20.35,Default,,0000,0000,0000,,Is that okay as well? I'll induce that?
Dialogue: 0,0:09:21.23,0:09:22.31,Default,,0000,0000,0000,,All right.
Dialogue: 0,0:09:22.31,0:09:24.93,Default,,0000,0000,0000,,The beautiful effects\Nof oxytocin are the following:
Dialogue: 0,0:09:24.93,0:09:28.17,Default,,0000,0000,0000,,you become more generous,\Nyou trust me more, and you bond to me.
Dialogue: 0,0:09:28.17,0:09:29.78,Default,,0000,0000,0000,,You want to do that?
Dialogue: 0,0:09:30.94,0:09:32.18,Default,,0000,0000,0000,,All right.
Dialogue: 0,0:09:35.98,0:09:37.98,Default,,0000,0000,0000,,All right, so this was a ...
Dialogue: 0,0:09:39.10,0:09:40.66,Default,,0000,0000,0000,,Nine months had passed,
Dialogue: 0,0:09:41.46,0:09:44.59,Default,,0000,0000,0000,,and it was a planned caesarean.
Dialogue: 0,0:09:46.04,0:09:49.60,Default,,0000,0000,0000,,And the little brother, who was\N5 years of age at that point of time,
Dialogue: 0,0:09:49.60,0:09:52.60,Default,,0000,0000,0000,,he was kind of really looking forward\Nto what's going to be -
Dialogue: 0,0:09:52.60,0:09:53.91,Default,,0000,0000,0000,,what's going to happen.
Dialogue: 0,0:09:53.91,0:09:56.43,Default,,0000,0000,0000,,He was going to become a big brother.
Dialogue: 0,0:09:56.44,0:09:58.59,Default,,0000,0000,0000,,And he had helped us\Npick out the wallpaper,
Dialogue: 0,0:09:58.62,0:10:00.99,Default,,0000,0000,0000,,he'd helped choose the bed linen.
Dialogue: 0,0:10:00.99,0:10:04.30,Default,,0000,0000,0000,,He'd even saved his own pocket money\Nto buy a little stuffed animal,
Dialogue: 0,0:10:04.30,0:10:06.54,Default,,0000,0000,0000,,which was placed on the pillowcase.
Dialogue: 0,0:10:08.05,0:10:10.61,Default,,0000,0000,0000,,About two days before\Nthe planned cesarean,
Dialogue: 0,0:10:10.61,0:10:11.85,Default,,0000,0000,0000,,something happened.
Dialogue: 0,0:10:11.94,0:10:13.38,Default,,0000,0000,0000,,Something wasn't right.
Dialogue: 0,0:10:13.38,0:10:15.97,Default,,0000,0000,0000,,The parents couldn't - something was off.
Dialogue: 0,0:10:16.89,0:10:20.85,Default,,0000,0000,0000,,And the day before, there was simply\Nno movement in the stomach,
Dialogue: 0,0:10:20.85,0:10:22.38,Default,,0000,0000,0000,,there was no heartbeat.
Dialogue: 0,0:10:22.38,0:10:24.59,Default,,0000,0000,0000,,You couldn't feel or hear anything at all.
Dialogue: 0,0:10:26.05,0:10:28.17,Default,,0000,0000,0000,,So the parents were rushed into hospital,
Dialogue: 0,0:10:28.88,0:10:30.42,Default,,0000,0000,0000,,laid down on a bed,
Dialogue: 0,0:10:30.42,0:10:32.79,Default,,0000,0000,0000,,and doctor comes in, checks the stomach,
Dialogue: 0,0:10:34.07,0:10:38.53,Default,,0000,0000,0000,,looks at me and sees what I see,
Dialogue: 0,0:10:38.55,0:10:41.86,Default,,0000,0000,0000,,and that is that the heart\Nis no longer beating for this child.
Dialogue: 0,0:10:44.81,0:10:46.87,Default,,0000,0000,0000,,This was me, nine years ago.
Dialogue: 0,0:10:46.87,0:10:49.95,Default,,0000,0000,0000,,It was the worst thing\NI've ever experienced in my entire life.
Dialogue: 0,0:10:52.79,0:10:57.28,Default,,0000,0000,0000,,And, I don't know, can you just imagine\Nwhat you have to tell a five -
Dialogue: 0,0:10:57.28,0:10:59.12,Default,,0000,0000,0000,,how you tell that to a five-year-old?
Dialogue: 0,0:11:00.10,0:11:01.50,Default,,0000,0000,0000,,Can you just imagine that?
Dialogue: 0,0:11:01.50,0:11:05.58,Default,,0000,0000,0000,,Because he's home there, waiting\Nin anticipation for this coming event.
Dialogue: 0,0:11:06.07,0:11:07.55,Default,,0000,0000,0000,,But it won't happen.
Dialogue: 0,0:11:08.39,0:11:11.66,Default,,0000,0000,0000,,So a part of me and to handle that,
Dialogue: 0,0:11:11.66,0:11:13.02,Default,,0000,0000,0000,,I talk about it.
Dialogue: 0,0:11:13.36,0:11:15.32,Default,,0000,0000,0000,,And I've talked to you about it now.
Dialogue: 0,0:11:15.60,0:11:19.46,Default,,0000,0000,0000,,And now you got higher levels\Nof oxytocin in your blood,
Dialogue: 0,0:11:19.81,0:11:21.31,Default,,0000,0000,0000,,whether you want it or not,
Dialogue: 0,0:11:21.52,0:11:23.69,Default,,0000,0000,0000,,which means that you feel more human;
Dialogue: 0,0:11:23.69,0:11:28.67,Default,,0000,0000,0000,,you're bonding to me,\Nand you're feeling more relaxed.
Dialogue: 0,0:11:29.16,0:11:30.68,Default,,0000,0000,0000,,So how do you do that?
Dialogue: 0,0:11:30.91,0:11:33.56,Default,,0000,0000,0000,,In storytelling, you create empathy.
Dialogue: 0,0:11:34.58,0:11:38.39,Default,,0000,0000,0000,,So whatever character you build,\Nyou create empathy for that character.
Dialogue: 0,0:11:39.25,0:11:42.74,Default,,0000,0000,0000,,And oxytocin is the most\Nbeautiful hormone of all
Dialogue: 0,0:11:42.74,0:11:44.41,Default,,0000,0000,0000,,because you feel human.
Dialogue: 0,0:11:45.58,0:11:48.35,Default,,0000,0000,0000,,The third, and last, hormone is endorphin,
Dialogue: 0,0:11:48.35,0:11:50.33,Default,,0000,0000,0000,,and I would like to show you a woman
Dialogue: 0,0:11:50.33,0:11:53.75,Default,,0000,0000,0000,,which, we can say,\Nhas overdosed on endorphins.
Dialogue: 0,0:11:53.75,0:11:55.54,Default,,0000,0000,0000,,Let's just look what that looks like.
Dialogue: 0,0:11:56.48,0:11:57.83,Default,,0000,0000,0000,,Ah, we'll go here.
Dialogue: 0,0:11:58.90,0:12:01.01,Default,,0000,0000,0000,,(Video) Priest:\NTo inspire and to respond ...
Dialogue: 0,0:12:01.33,0:12:03.00,Default,,0000,0000,0000,,(Muffled laughter)
Dialogue: 0,0:12:03.37,0:12:05.18,Default,,0000,0000,0000,,Are you speaking or listening?
Dialogue: 0,0:12:05.18,0:12:07.43,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:09.62,0:12:11.46,Default,,0000,0000,0000,,Woman: To speak and to listen.
Dialogue: 0,0:12:11.82,0:12:13.13,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:13.13,0:12:14.24,Default,,0000,0000,0000,,I'm sorry.
Dialogue: 0,0:12:25.66,0:12:28.28,Default,,0000,0000,0000,,Okay, um, to speak and to listen?
Dialogue: 0,0:12:29.68,0:12:31.65,Default,,0000,0000,0000,,Priest: To inspire and to respond.
Dialogue: 0,0:12:31.65,0:12:33.24,Default,,0000,0000,0000,,Woman: To inspire and to respond.
Dialogue: 0,0:12:33.24,0:12:34.83,Default,,0000,0000,0000,,Priest: And in all circumstances
Dialogue: 0,0:12:35.10,0:12:37.20,Default,,0000,0000,0000,,Woman: (Laughter)
Dialogue: 0,0:12:40.33,0:12:41.83,Default,,0000,0000,0000,,Woman: And in all circumstances
Dialogue: 0,0:12:41.83,0:12:43.48,Default,,0000,0000,0000,,Priest: Of our life together
Dialogue: 0,0:12:43.49,0:12:45.93,Default,,0000,0000,0000,,Woman: (Laughter)
Dialogue: 0,0:12:51.52,0:12:53.64,Default,,0000,0000,0000,,Woman: I'm sorry - of our life together
Dialogue: 0,0:12:54.26,0:12:55.40,Default,,0000,0000,0000,,Of our life together
Dialogue: 0,0:12:55.40,0:12:58.34,Default,,0000,0000,0000,,Priest: To be loyal to you\Nwith my whole life and all my being
Dialogue: 0,0:12:58.34,0:13:01.34,Default,,0000,0000,0000,,Woman: To be loyal to you\Nwith my whole life and all my being
Dialogue: 0,0:13:01.34,0:13:04.04,Default,,0000,0000,0000,,Priest: Until death parts us.\NWoman: Until death parts us.
Dialogue: 0,0:13:04.04,0:13:05.61,Default,,0000,0000,0000,,Woman and Man: (Laughter)
Dialogue: 0,0:13:06.18,0:13:07.68,Default,,0000,0000,0000,,(Audience) (Laughter)
Dialogue: 0,0:13:08.74,0:13:11.65,Default,,0000,0000,0000,,Oh, the timing of that\Nis so lousy, isn't it?
Dialogue: 0,0:13:13.05,0:13:16.22,Default,,0000,0000,0000,,So how do you create endorphins?\NWell, you make people laugh.
Dialogue: 0,0:13:16.69,0:13:21.25,Default,,0000,0000,0000,,What happens then is that they become\Nmore creative, they become more relaxed,
Dialogue: 0,0:13:21.41,0:13:24.86,Default,,0000,0000,0000,,and again, they become more focused,\Nwhich is beautiful to have.
Dialogue: 0,0:13:25.49,0:13:28.74,Default,,0000,0000,0000,,Now, all these three hormones\Nthat I've induced into your brain now
Dialogue: 0,0:13:29.22,0:13:31.46,Default,,0000,0000,0000,,is what I call "the angels' cocktail."
Dialogue: 0,0:13:31.93,0:13:35.96,Default,,0000,0000,0000,,But there is an opposite of that cocktail,\Nand I call that '"the devil's cocktail."
Dialogue: 0,0:13:36.29,0:13:41.92,Default,,0000,0000,0000,,And the devil's cocktail has high levels\Nof cortisol and adrenalin.
Dialogue: 0,0:13:42.65,0:13:44.03,Default,,0000,0000,0000,,And they feel like this.
Dialogue: 0,0:13:46.38,0:13:47.83,Default,,0000,0000,0000,,(Quick yell)
Dialogue: 0,0:13:47.83,0:13:49.03,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:50.44,0:13:51.99,Default,,0000,0000,0000,,Sorry to do that to you.
Dialogue: 0,0:13:53.97,0:13:56.29,Default,,0000,0000,0000,,So, high levels\Nof cortisol and adrenaline.
Dialogue: 0,0:13:56.93,0:14:00.31,Default,,0000,0000,0000,,The problem with that is that\Nif you've got really high concentrations -
Dialogue: 0,0:14:00.31,0:14:01.79,Default,,0000,0000,0000,,which I didn't give you there -
Dialogue: 0,0:14:01.79,0:14:04.34,Default,,0000,0000,0000,,but when you've got\Nhigh concentrations, look at this:
Dialogue: 0,0:14:04.34,0:14:07.99,Default,,0000,0000,0000,,[Intolerant, Irritable, Uncreative,\NCritical, Memory impaired, Bad decisions]
Dialogue: 0,0:14:07.99,0:14:11.44,Default,,0000,0000,0000,,Is this something that you want\Nto have the people you talk to
Dialogue: 0,0:14:11.44,0:14:13.68,Default,,0000,0000,0000,,have in their blood, in their system?
Dialogue: 0,0:14:15.60,0:14:18.40,Default,,0000,0000,0000,,Now, in our stressful work lives,\Nin our stressful lives,
Dialogue: 0,0:14:18.40,0:14:21.85,Default,,0000,0000,0000,,many times, when you present,\Ncommunicate, deliver meetings,
Dialogue: 0,0:14:21.85,0:14:24.02,Default,,0000,0000,0000,,Which one do you think\Nthey've drunk most of?
Dialogue: 0,0:14:24.02,0:14:26.79,Default,,0000,0000,0000,,The devil's cocktail\Nor the angels' cocktail?
Dialogue: 0,0:14:27.86,0:14:29.80,Default,,0000,0000,0000,,Most commonly, the devil's cocktail.
Dialogue: 0,0:14:30.39,0:14:33.96,Default,,0000,0000,0000,,And the problem then is that you've got\Nall this to work against.
Dialogue: 0,0:14:35.18,0:14:37.48,Default,,0000,0000,0000,,But all of that can change today.
Dialogue: 0,0:14:38.04,0:14:39.18,Default,,0000,0000,0000,,All of that can change
Dialogue: 0,0:14:39.18,0:14:42.65,Default,,0000,0000,0000,,by you starting to use something\NI call functional storytelling.
Dialogue: 0,0:14:43.27,0:14:47.12,Default,,0000,0000,0000,,And functional storytelling means\Nthat you do these three things:
Dialogue: 0,0:14:47.12,0:14:52.29,Default,,0000,0000,0000,,One, you have to understand that\Nyou don't have to be a bearded old man
Dialogue: 0,0:14:52.29,0:14:57.80,Default,,0000,0000,0000,,in front of a fireplace with a dark voice\Nin order to be a great storyteller.
Dialogue: 0,0:14:58.08,0:14:59.92,Default,,0000,0000,0000,,In my experience, when I train people,
Dialogue: 0,0:14:59.92,0:15:02.43,Default,,0000,0000,0000,,everybody is a good\Nstoryteller from birth.
Dialogue: 0,0:15:02.91,0:15:05.29,Default,,0000,0000,0000,,The only problem\Nis that you don't believe in it.
Dialogue: 0,0:15:05.29,0:15:07.56,Default,,0000,0000,0000,,The second thing\Nis write down your stories.
Dialogue: 0,0:15:07.56,0:15:10.99,Default,,0000,0000,0000,,You'll notice that you have three\Nto four times more stories in your life
Dialogue: 0,0:15:10.99,0:15:13.68,Default,,0000,0000,0000,,than you thought that you had.
Dialogue: 0,0:15:13.96,0:15:15.76,Default,,0000,0000,0000,,Three, index those stories.
Dialogue: 0,0:15:15.76,0:15:19.35,Default,,0000,0000,0000,,Which of your stories make people laugh,\Ni.e. create endorphins?
Dialogue: 0,0:15:19.35,0:15:22.60,Default,,0000,0000,0000,,Which make people\Nfeel empathy, i.e. oxytocin?
Dialogue: 0,0:15:23.33,0:15:25.30,Default,,0000,0000,0000,,And the next time you go into a meeting,
Dialogue: 0,0:15:26.29,0:15:31.28,Default,,0000,0000,0000,,you pick the story you want\Nto release the hormone you wish
Dialogue: 0,0:15:31.28,0:15:33.14,Default,,0000,0000,0000,,in the person that you're talking to
Dialogue: 0,0:15:33.14,0:15:36.76,Default,,0000,0000,0000,,to get exactly the desired\Neffects that you want.
Dialogue: 0,0:15:37.42,0:15:39.10,Default,,0000,0000,0000,,And that's a beautiful thing.
Dialogue: 0,0:15:41.61,0:15:45.90,Default,,0000,0000,0000,,Now, you know me, some of you\Nknow me as "Mr. Death by PowerPoint."
Dialogue: 0,0:15:47.22,0:15:50.56,Default,,0000,0000,0000,,I want to round off\Nwith making my point very clear.
Dialogue: 0,0:15:51.25,0:15:53.17,Default,,0000,0000,0000,,And my point is this:
Dialogue: 0,0:15:53.17,0:15:57.26,Default,,0000,0000,0000,,100 000 years ago, we started\Ndeveloping our language.
Dialogue: 0,0:15:58.02,0:16:01.50,Default,,0000,0000,0000,,It's sound to say that we started\Nusing storytelling to transfer knowledge
Dialogue: 0,0:16:01.51,0:16:03.22,Default,,0000,0000,0000,,from generation to generation.
Dialogue: 0,0:16:03.62,0:16:09.47,Default,,0000,0000,0000,,27 000 years ago, we started transferring\Nknowledge from generation to generation
Dialogue: 0,0:16:09.47,0:16:11.13,Default,,0000,0000,0000,,through cave paintings.
Dialogue: 0,0:16:11.13,0:16:15.85,Default,,0000,0000,0000,,3 500 years ago, we started transferring\Nknowledge from generation to generation
Dialogue: 0,0:16:15.85,0:16:17.30,Default,,0000,0000,0000,,through text.
Dialogue: 0,0:16:18.59,0:16:20.75,Default,,0000,0000,0000,,28 years ago, PowerPoint was born.
Dialogue: 0,0:16:21.56,0:16:24.70,Default,,0000,0000,0000,,Which one do you think\Nour brain is mostly adapted to?
Dialogue: 0,0:16:25.06,0:16:26.49,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:16:26.49,0:16:29.78,Default,,0000,0000,0000,,(Applause)