[Applause] so I want to talk about the power of
so I want to talk about the power of
so I want to talk about the power of negativity now that might not seem
negativity now that might not seem
negativity now that might not seem obvious given how much has been written
obvious given how much has been written
obvious given how much has been written and recorded about the power of
and recorded about the power of
and recorded about the power of positivity if you take a stroll through
positivity if you take a stroll through
positivity if you take a stroll through any bookshop particularly the self-help
any bookshop particularly the self-help
any bookshop particularly the self-help section you’ll see that positivity can
section you’ll see that positivity can
section you’ll see that positivity can help you achieve anything
help you achieve anything
help you achieve anything get rich influence people even find
get rich influence people even find
get rich influence people even find happiness and the power of negativity
happiness and the power of negativity
happiness and the power of negativity might seem even more counterintuitive
might seem even more counterintuitive
might seem even more counterintuitive given that I’m from the world of
given that I’m from the world of
given that I’m from the world of advertising which is a world of happy
advertising which is a world of happy
advertising which is a world of happy couple’s spotless kitchens and smiling
couple’s spotless kitchens and smiling
couple’s spotless kitchens and smiling dogs sometimes all in one ad but the
dogs sometimes all in one ad but the
dogs sometimes all in one ad but the problem is that we’ve oversaturated
problem is that we’ve oversaturated
problem is that we’ve oversaturated advertising with positivity and it’s not
advertising with positivity and it’s not
advertising with positivity and it’s not working anymore
working anymore
working anymore more than half of all Australians can’t
more than half of all Australians can’t
more than half of all Australians can’t remember a single ad they liked or even
remember a single ad they liked or even
remember a single ad they liked or even when they don’t like and we’ve made a
when they don’t like and we’ve made a
when they don’t like and we’ve made a massive logical error it’s as if we’ve
massive logical error it’s as if we’ve
massive logical error it’s as if we’ve tried to make advertising more likeable
tried to make advertising more likeable
tried to make advertising more likeable by cutting off all the edges but
by cutting off all the edges but
by cutting off all the edges but ultimately we’ve made it at best
ultimately we’ve made it at best
ultimately we’ve made it at best harmless but probably useless which is a
harmless but probably useless which is a
harmless but probably useless which is a giant waste of creativity and a giant
giant waste of creativity and a giant
giant waste of creativity and a giant waste of money and it’s best creativity
waste of money and it’s best creativity
waste of money and it’s best creativity isn’t supposed to just entertain and
isn’t supposed to just entertain and
isn’t supposed to just entertain and tell nice stories it’s supposed to make
tell nice stories it’s supposed to make
tell nice stories it’s supposed to make an impact at my agency we say that we
an impact at my agency we say that we
an impact at my agency we say that we want to make things that change things
want to make things that change things
want to make things that change things but to do that we have to harness the
but to do that we have to harness the
but to do that we have to harness the power of negativity and it’s true for
power of negativity and it’s true for
power of negativity and it’s true for advertising but it’s also true in any
advertising but it’s also true in any
advertising but it’s also true in any kind of relationship and even in
kind of relationship and even in
kind of relationship and even in innovation some of the most
innovation some of the most
innovation some of the most revolutionary innovations start with
revolutionary innovations start with
revolutionary innovations start with something very negative for example
something very negative for example
something very negative for example these pens so these pens are I’d say a
these pens so these pens are I’d say a
these pens so these pens are I’d say a revolutionary idea in the world of
revolutionary idea in the world of
revolutionary idea in the world of stationery they contain ink that’s made
stationery they contain ink that’s made
stationery they contain ink that’s made from pollution
from pollution
from pollution now that ink is called ARINC and it’s a
now that ink is called ARINC and it’s a
now that ink is called ARINC and it’s a project that we worked on with our
project that we worked on with our
project that we worked on with our clients Tiger Beer and the inventors of
clients Tiger Beer and the inventors of
clients Tiger Beer and the inventors of the technology behind ARINC gravity labs
the technology behind ARINC gravity labs
the technology behind ARINC gravity labs now originally we were just looking for
now originally we were just looking for
now originally we were just looking for a way to celebrate creative
a way to celebrate creative
a way to celebrate creative from the streets and we decided that
from the streets and we decided that
from the streets and we decided that instead of making an ad about it we
instead of making an ad about it we
instead of making an ad about it we should make something useful at all for
should make something useful at all for
should make something useful at all for creativity
creativity
creativity and we came across graffiti so ink from
and we came across graffiti so ink from
and we came across graffiti so ink from pollution it’s made by fitting carbon
pollution it’s made by fitting carbon
pollution it’s made by fitting carbon harvesting devices to chimneys and
harvesting devices to chimneys and
harvesting devices to chimneys and exhaust pipes the carbons captured
exhaust pipes the carbons captured
exhaust pipes the carbons captured before it enters the atmosphere and can
before it enters the atmosphere and can
before it enters the atmosphere and can then be transformed and purified to make
then be transformed and purified to make
then be transformed and purified to make safe usable ink we then package that up
safe usable ink we then package that up
safe usable ink we then package that up and distributed it to street artists and
and distributed it to street artists and
and distributed it to street artists and illustrators all over the world
illustrators all over the world
illustrators all over the world there are lots of great things about
there are lots of great things about
there are lots of great things about ARINC for a start it’s not just carbon
ARINC for a start it’s not just carbon
ARINC for a start it’s not just carbon neutral it’s actually carbon negative
neutral it’s actually carbon negative
neutral it’s actually carbon negative most traditional inks are made by
most traditional inks are made by
most traditional inks are made by burning fossil fuels and this one while
burning fossil fuels and this one while
burning fossil fuels and this one while you make it by using fossil fuels that
you make it by using fossil fuels that
you make it by using fossil fuels that are being burnt anyway and capturing
are being burnt anyway and capturing
are being burnt anyway and capturing those emissions secondly it can give an
those emissions secondly it can give an
those emissions secondly it can give an otherwise unroadworthy vehicle an extra
otherwise unroadworthy vehicle an extra
otherwise unroadworthy vehicle an extra lease of life it’s very expensive to
lease of life it’s very expensive to
lease of life it’s very expensive to change out an entire fleet of trucks or
change out an entire fleet of trucks or
change out an entire fleet of trucks or lorries if you fit them with carbon
lorries if you fit them with carbon
lorries if you fit them with carbon harvesting devices you can significantly
harvesting devices you can significantly
harvesting devices you can significantly reduce their emissions and thirdly it’s
reduce their emissions and thirdly it’s
reduce their emissions and thirdly it’s pretty cost effective ink is one of the
pretty cost effective ink is one of the
pretty cost effective ink is one of the most expensive liquids in the world to
most expensive liquids in the world to
most expensive liquids in the world to make it’s not quite as expensive as
make it’s not quite as expensive as
make it’s not quite as expensive as scorpion venom or LSD but it is more
scorpion venom or LSD but it is more
scorpion venom or LSD but it is more expensive than human blood but what I
expensive than human blood but what I
expensive than human blood but what I think is most interesting about ARINC is
think is most interesting about ARINC is
think is most interesting about ARINC is that it takes something incredibly
that it takes something incredibly
that it takes something incredibly negative something that’s stifling our
negative something that’s stifling our
negative something that’s stifling our cities something that’s killing people
cities something that’s killing people
cities something that’s killing people and transforms it into something
and transforms it into something
and transforms it into something positive a tool for self-expression and
positive a tool for self-expression and
positive a tool for self-expression and maybe a weapon for change so that’s what
maybe a weapon for change so that’s what
maybe a weapon for change so that’s what got me thinking if we can take something
got me thinking if we can take something
got me thinking if we can take something as negative as pollution and transform
as negative as pollution and transform
as negative as pollution and transform it into something positive then maybe we
it into something positive then maybe we
it into something positive then maybe we don’t need to spend quite so much time
don’t need to spend quite so much time
don’t need to spend quite so much time hiding from all the negativity around us
hiding from all the negativity around us
hiding from all the negativity around us and sweeping it under the rug because
and sweeping it under the rug because
and sweeping it under the rug because ultimately that’s what we do we’ve
ultimately that’s what we do we’ve
ultimately that’s what we do we’ve created a massive lie negativity isn’t
created a massive lie negativity isn’t
created a massive lie negativity isn’t inherently good or bad it’s just part
inherently good or bad it’s just part
inherently good or bad it’s just part and parcel of reality where there’s
and parcel of reality where there’s
and parcel of reality where there’s light there’s shade but if you look at
light there’s shade but if you look at
light there’s shade but if you look at the lengths we go to to filter out all
the lengths we go to to filter out all
the lengths we go to to filter out all of the negativity it’s pretty impressive
of the negativity it’s pretty impressive
of the negativity it’s pretty impressive who do you think the biggest
who do you think the biggest
who do you think the biggest perpetrators of this lie are the world
perpetrators of this lie are the world
perpetrators of this lie are the world of advertising maybe partly responsible
of advertising maybe partly responsible
of advertising maybe partly responsible but ultimately we all are or certainly
but ultimately we all are or certainly
but ultimately we all are or certainly anyone who’s on social media I know that
anyone who’s on social media I know that
anyone who’s on social media I know that on social media I would never share a
on social media I would never share a
on social media I would never share a bad hair day or a really sad desk supper
bad hair day or a really sad desk supper
bad hair day or a really sad desk supper of chips and gummy bears when I’m stuck
of chips and gummy bears when I’m stuck
of chips and gummy bears when I’m stuck late at the office
late at the office
late at the office I’ll only share things like nicely
I’ll only share things like nicely
I’ll only share things like nicely plated brunches and sunsets
plated brunches and sunsets
plated brunches and sunsets it might seem innocent but there’s more
it might seem innocent but there’s more
it might seem innocent but there’s more and more research coming out that shows
and more research coming out that shows
and more research coming out that shows that when we have endlessly positive
that when we have endlessly positive
that when we have endlessly positive feeds of golden moments from our family
feeds of golden moments from our family
feeds of golden moments from our family and our friends it’s associated with
and our friends it’s associated with
and our friends it’s associated with feelings of low self-worth anxiety and
feelings of low self-worth anxiety and
feelings of low self-worth anxiety and even depression just a 1% increase in
even depression just a 1% increase in
even depression just a 1% increase in likes and status updates has been
likes and status updates has been
likes and status updates has been correlated with a five to eight percent
correlated with a five to eight percent
correlated with a five to eight percent decrease in mental health and wellness
decrease in mental health and wellness
decrease in mental health and wellness now that’s a pretty toxic fantasy world
now that’s a pretty toxic fantasy world
now that’s a pretty toxic fantasy world but if we want to break out of it we’re
but if we want to break out of it we’re
but if we want to break out of it we’re going to have to find a way of dealing
going to have to find a way of dealing
going to have to find a way of dealing with the real-world negativity that
with the real-world negativity that
with the real-world negativity that we’ve tried so hard to avoid so what can
we’ve tried so hard to avoid so what can
we’ve tried so hard to avoid so what can we do well in maths and in linguistics
we do well in maths and in linguistics
we do well in maths and in linguistics they say two negatives make a positive
they say two negatives make a positive
they say two negatives make a positive so how about we fight fire with fire
so how about we fight fire with fire
so how about we fight fire with fire let’s not just dare to see the
let’s not just dare to see the
let’s not just dare to see the negativity around us for what it is
negativity around us for what it is
negativity around us for what it is why don’t we dare to be negative now
why don’t we dare to be negative now
why don’t we dare to be negative now being negative maybe comes naturally to
being negative maybe comes naturally to
being negative maybe comes naturally to me because I’m half French and anyone
me because I’m half French and anyone
me because I’m half French and anyone who’s been to France or maybe he’s been
who’s been to France or maybe he’s been
who’s been to France or maybe he’s been served by a parisian waiter will know
served by a parisian waiter will know
served by a parisian waiter will know that the French do negativity quite well
that the French do negativity quite well
that the French do negativity quite well and I notice it at home when I speak
and I notice it at home when I speak
and I notice it at home when I speak French a conversation with my
French a conversation with my
French a conversation with my four-year-old in the morning my goes
four-year-old in the morning my goes
four-year-old in the morning my goes something like come on darling it’s time
something like come on darling it’s time
something like come on darling it’s time to put your shoes on and leave a CD
to put your shoes on and leave a CD
to put your shoes on and leave a CD bitch – I’m at naughty norvo – now
bitch – I’m at naughty norvo – now
bitch – I’m at naughty norvo – now you don’t need to speak French to
you don’t need to speak French to
you don’t need to speak French to realize that all of the negativity I
realize that all of the negativity I
realize that all of the negativity I took pains to remove from my English I
took pains to remove from my English I
took pains to remove from my English I just put right back into the French it
just put right back into the French it
just put right back into the French it just comes out like that and I couldn’t
just comes out like that and I couldn’t
just comes out like that and I couldn’t understand why I do it’s almost like a
understand why I do it’s almost like a
understand why I do it’s almost like a reflex so I asked around me and some
reflex so I asked around me and some
reflex so I asked around me and some people said oh that’s just a cultural
people said oh that’s just a cultural
people said oh that’s just a cultural thing the French are always unhappy and
thing the French are always unhappy and
thing the French are always unhappy and miserable it’s the French paradox great
miserable it’s the French paradox great
miserable it’s the French paradox great quality of life
quality of life
quality of life unhappiness it may be true but other
unhappiness it may be true but other
unhappiness it may be true but other people had an interesting explanation
people had an interesting explanation
people had an interesting explanation which is that it’s a form of
which is that it’s a form of
which is that it’s a form of intellectual snobbery for the French
intellectual snobbery for the French
intellectual snobbery for the French bleak is chic its unsophisticated to be
bleak is chic its unsophisticated to be
bleak is chic its unsophisticated to be overly positive and you will be looked
overly positive and you will be looked
overly positive and you will be looked down on if you’re too cheery I think
down on if you’re too cheery I think
down on if you’re too cheery I think that’s probably also true but there’s
that’s probably also true but there’s
that’s probably also true but there’s something else about why the French love
something else about why the French love
something else about why the French love saying no quite so much and I think it’s
saying no quite so much and I think it’s
saying no quite so much and I think it’s because time and time again in French
because time and time again in French
because time and time again in French history philosophy and politics saying
history philosophy and politics saying
history philosophy and politics saying no has been a way to move things forward
no has been a way to move things forward
no has been a way to move things forward it’s been a road for progress take for
it’s been a road for progress take for
it’s been a road for progress take for example the iconic French rebel Joan of
example the iconic French rebel Joan of
example the iconic French rebel Joan of Arc so she said no to her father who
Arc so she said no to her father who
Arc so she said no to her father who wanted an arranged marriage she went on
wanted an arranged marriage she went on
wanted an arranged marriage she went on to say no to army generals who didn’t
to say no to army generals who didn’t
to say no to army generals who didn’t want a woman on the battlefield and she
want a woman on the battlefield and she
want a woman on the battlefield and she went on to say no to English rule and
went on to say no to English rule and
went on to say no to English rule and ultimately put an end to a hundred years
ultimately put an end to a hundred years
ultimately put an end to a hundred years of war and changed the outcome of France
of war and changed the outcome of France
of war and changed the outcome of France I wonder if she wasn’t also the first ad
I wonder if she wasn’t also the first ad
I wonder if she wasn’t also the first ad woman because 400 years before an
woman because 400 years before an
woman because 400 years before an English playwright ever said the pen is
English playwright ever said the pen is
English playwright ever said the pen is mightier than the sword she is actually
mightier than the sword she is actually
mightier than the sword she is actually quoted as saying I trust my banner forty
quoted as saying I trust my banner forty
quoted as saying I trust my banner forty times better than my sword she knew the
times better than my sword she knew the
times better than my sword she knew the power of words and images and then you
power of words and images and then you
power of words and images and then you can take someone like the philosopher
can take someone like the philosopher
can take someone like the philosopher Descartes Cartesian philosophy is
Descartes Cartesian philosophy is
Descartes Cartesian philosophy is perhaps the backbone of the French
perhaps the backbone of the French
perhaps the backbone of the French education system and guess what his
education system and guess what his
education system and guess what his entire methodology is based on doubt
entire methodology is based on doubt
entire methodology is based on doubt being critical saying no to things and
being critical saying no to things and
being critical saying no to things and it’s true that you can teach someone a
it’s true that you can teach someone a
it’s true that you can teach someone a positive skill and that might get them a
positive skill and that might get them a
positive skill and that might get them a job but if you teach them to be critical
job but if you teach them to be critical
job but if you teach them to be critical then you teach them to think for
then you teach them to think for
then you teach them to think for themselves and that’s potentially far
themselves and that’s potentially far
themselves and that’s potentially far more dangerous but far more powerful and
more dangerous but far more powerful and
more dangerous but far more powerful and then of course there’s the French
then of course there’s the French
then of course there’s the French Revolution so while the American
Revolution so while the American
Revolution so while the American Revolution may have been about saying
Revolution may have been about saying
Revolution may have been about saying yes to freedom to independence the
yes to freedom to independence the
yes to freedom to independence the French Revolution was about saying no to
French Revolution was about saying no to
French Revolution was about saying no to absolute monarchy and it led to the
absolute monarchy and it led to the
absolute monarchy and it led to the downfall of absolute monarchies right
downfall of absolute monarchies right
downfall of absolute monarchies right across Europe and not just the spread of
across Europe and not just the spread of
across Europe and not just the spread of French citizen rights the spread of
French citizen rights the spread of
French citizen rights the spread of universal human rights so time and time
universal human rights so time and time
universal human rights so time and time again know has been a really powerful
again know has been a really powerful
again know has been a really powerful way to move things forward and a
way to move things forward and a
way to move things forward and a detonator for change and what about
detonator for change and what about
detonator for change and what about today things may not be nearly as bad as
today things may not be nearly as bad as
today things may not be nearly as bad as they were in for
they were in for
they were in for 17th or 18th century France but if we
17th or 18th century France but if we
17th or 18th century France but if we constantly look on the bright side and
constantly look on the bright side and
constantly look on the bright side and we only want to see the positive side of
we only want to see the positive side of
we only want to see the positive side of things are we settling are we just
things are we settling are we just
things are we settling are we just assuming that the status quo is okay
assuming that the status quo is okay
assuming that the status quo is okay aren’t we also making a dangerous
aren’t we also making a dangerous
aren’t we also making a dangerous assumption that whatever got us here to
assumption that whatever got us here to
assumption that whatever got us here to a situation that’s pretty good we’ll
a situation that’s pretty good we’ll
a situation that’s pretty good we’ll continue to make things better I think
continue to make things better I think
continue to make things better I think we need to dare to be negative and dare
we need to dare to be negative and dare
we need to dare to be negative and dare to say no if we want to make things
to say no if we want to make things
to say no if we want to make things better or at least that’s what I tell
better or at least that’s what I tell
better or at least that’s what I tell myself when I lose my temper in French
myself when I lose my temper in French
myself when I lose my temper in French but what is true is that all of the
but what is true is that all of the
but what is true is that all of the positivity washing is very recent eight
positivity washing is very recent eight
positivity washing is very recent eight of the Ten Commandments were written as
of the Ten Commandments were written as
of the Ten Commandments were written as negative statements and that made for
negative statements and that made for
negative statements and that made for pretty sticky compelling communication
pretty sticky compelling communication
pretty sticky compelling communication even in advertising only in the 1950s
even in advertising only in the 1950s
even in advertising only in the 1950s the iconic work of Bill burnback used
the iconic work of Bill burnback used
the iconic work of Bill burnback used the power of negativity to great effect
the power of negativity to great effect
the power of negativity to great effect in this ad the car is called the lemon
in this ad the car is called the lemon
in this ad the car is called the lemon and it’s all about the power of saying
and it’s all about the power of saying
and it’s all about the power of saying no saying no to anything less than
no saying no to anything less than
no saying no to anything less than perfect
perfect
perfect is a testament to Volkswagens commitment
is a testament to Volkswagens commitment
is a testament to Volkswagens commitment to quality and excellence they say no to
to quality and excellence they say no to
to quality and excellence they say no to anything less than perfect coming off
anything less than perfect coming off
anything less than perfect coming off the assembly line we pick out the lemons
the assembly line we pick out the lemons
the assembly line we pick out the lemons so you get the plums now that’s work
so you get the plums now that’s work
so you get the plums now that’s work from the 50s but I haven’t seen any
from the 50s but I haven’t seen any
from the 50s but I haven’t seen any recent work for cars certainly that is
recent work for cars certainly that is
recent work for cars certainly that is this brave and it may cut through in the
this brave and it may cut through in the
this brave and it may cut through in the world of bland positivity but it also
world of bland positivity but it also
world of bland positivity but it also does something far more important it
does something far more important it
does something far more important it creates respect because it’s only when
creates respect because it’s only when
creates respect because it’s only when we’ve dare to acknowledge the negativity
we’ve dare to acknowledge the negativity
we’ve dare to acknowledge the negativity and the negative side of things that we
and the negative side of things that we
and the negative side of things that we can actually create something honest and
can actually create something honest and
can actually create something honest and credible even in the way we interact
credible even in the way we interact
credible even in the way we interact with each other you can take the example
with each other you can take the example
with each other you can take the example of job interviews
of job interviews
of job interviews so the question the cliche that everyone
so the question the cliche that everyone
so the question the cliche that everyone asks is or what are your imperfections
asks is or what are your imperfections
asks is or what are your imperfections or sometimes we ask why shouldn’t we
or sometimes we ask why shouldn’t we
or sometimes we ask why shouldn’t we hire you and how many times do you get
hire you and how many times do you get
hire you and how many times do you get the answer I’m a bit of a perfectionist
the answer I’m a bit of a perfectionist
the answer I’m a bit of a perfectionist or I’m overly focused those don’t sound
or I’m overly focused those don’t sound
or I’m overly focused those don’t sound like real weaknesses again it may not
like real weaknesses again it may not
like real weaknesses again it may not seem that important but those false
seem that important but those false
seem that important but those false negatives ultimately undermine the
negatives ultimately undermine the
negatives ultimately undermine the credibility of anything positive that
credibility of anything positive that
credibility of anything positive that may have been said
may have been said
may have been said before it’s only when we know how to
before it’s only when we know how to
before it’s only when we know how to really own and acknowledge the true
really own and acknowledge the true
really own and acknowledge the true negativity that we can build credibility
negativity that we can build credibility
negativity that we can build credibility and respect and in life as in
and respect and in life as in
and respect and in life as in advertising respect comes first
advertising respect comes first
advertising respect comes first love can follow now it’s all you know
love can follow now it’s all you know
love can follow now it’s all you know kind of well and good to talk about the
kind of well and good to talk about the
kind of well and good to talk about the power of negativity and you know I may
power of negativity and you know I may
power of negativity and you know I may be half French but there’s another half
be half French but there’s another half
be half French but there’s another half of me that is very British and deeply
of me that is very British and deeply
of me that is very British and deeply uncomfortable with the whole idea it’s
uncomfortable with the whole idea it’s
uncomfortable with the whole idea it’s makes me cringe it’s incredibly
makes me cringe it’s incredibly
makes me cringe it’s incredibly awkwardness inducing I mean the British
awkwardness inducing I mean the British
awkwardness inducing I mean the British can’t even take a compliment without
can’t even take a compliment without
can’t even take a compliment without apologizing so imagine what would happen
apologizing so imagine what would happen
apologizing so imagine what would happen if you had to do just the opposite
if you had to do just the opposite
if you had to do just the opposite positivity does make for more manageable
positivity does make for more manageable
positivity does make for more manageable pleasant conversations and there are
pleasant conversations and there are
pleasant conversations and there are times when we do need positivity but
times when we do need positivity but
times when we do need positivity but Abraham Lincoln said that it was from
Abraham Lincoln said that it was from
Abraham Lincoln said that it was from the tension and debate with his most
the tension and debate with his most
the tension and debate with his most able rivals that came the strongest
able rivals that came the strongest
able rivals that came the strongest resolutions so I was looking for a
resolutions so I was looking for a
resolutions so I was looking for a French quote to end this and I looked
French quote to end this and I looked
French quote to end this and I looked online there were twice as many about
online there were twice as many about
online there were twice as many about saying no as there were about saying yes
saying no as there were about saying yes
saying no as there were about saying yes and the most famous one Edith Piaf’s
and the most famous one Edith Piaf’s
and the most famous one Edith Piaf’s Nora Nagato hyung actually manages a
Nora Nagato hyung actually manages a
Nora Nagato hyung actually manages a quadruple negative I’m not sure how many
quadruple negative I’m not sure how many
quadruple negative I’m not sure how many languages can actually do that so I’ll
languages can actually do that so I’ll
languages can actually do that so I’ll just to end with this thought if you
just to end with this thought if you
just to end with this thought if you want to survive by all means use the
want to survive by all means use the
want to survive by all means use the power of positivity but if you want to
power of positivity but if you want to
power of positivity but if you want to change things then we need to dare to
change things then we need to dare to
change things then we need to dare to use negativity
use negativity
use negativity [Applause]
”
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