Hey all welcome back to the fire and water cooking channel. I'm Darren and today We're gonna be starting out our doing one of our teaching Tuesday videos It's just gonna be about what's the best way to sear. So what I'm gonna do So I'm gonna do different sear methods with these one of them You know two of these are gonna be seared the same For another video because I want them to be exactly the same But these other two we're gonna try and sear different ways So one of them we're gonna sear on the flat top griddle and one of them will use the sears all And then the other ones we're gonna do it on the sear box on our campsite So we're gonna do three different types of sears see which one turns out best in this video and I'll be right back Stakes are almost done in the CV bath and what we're gonna do with them is we're gonna sear them three different ways First we're gonna do a sear box and those are the ones we're gonna compare and then we're gonna sear on a griddle on the Kamado Joe Big Joe and that's also gonna be you know You could actually use this as you're searing in a cast iron skillet on the oven You know on the stove or on the grill as well It's the same type of thing and then we're gonna sear one with the sears all see how that turns out. So I'll be right back. I'm gonna pull those steaks out and all my heating devices out there are all ready to go I will meet you guys back outside Go ahead and take a taste test Like I said, these two were cooked on the sear box on a gas sear box on the campshaft This one was done on the griddle on the Kamado Joe and this one was on the sears all so I'm gonna go ahead and taste I Already tasted these two before for the other video, but Just to be fair I'm gonna taste them again just so you guys can see It's perfect medium rare on this one Cooked on that sear box at around 750 800 degrees Hmm, but pretty good Sears really good on this one I'm gonna cut It's the smaller piece on this one and show you Crust on this one is a lot darker It's a lot more uniform And the other one and this medium rare as well and these are all done with duck fat You can definitely definitely taste the that crust on there a little bit more it's a little bit more Beefy because of that darker crust on it. It tastes a lot, you know, I don't know more punks to it All right, so now I'm gonna go ahead and cut I'll cut the small piece off One that was done on the sears all And as you can tell this one on the sears all really didn't take the didn't take the Sear that well, I might even go finish this back on the grill and as you can tell It really didn't get that overall crust like the other one did it is medium rare, of course because That flame didn't really penetrate, but I can just tell from this overall Body of the steak that it's only charred in a couple spots And it definitely tastes a lot flatter. It doesn't have a much of a rich taste as these do but There you go guys, I suggest you either sear in cast iron pan cast iron griddle on a hot hot sear box Hot hot grill The sears all if you have to if you're in an apartment you have no other access to any other hotter method It works but Best way to do it on a grill on a griddle In a cast iron pan as hot as you can get it 650 to 700 degrees The grill also is great if you can get it up to 700 degrees But there you go. Thanks for watching. Hope these videos help you out Make sure you like this video subscribe follow us on Facebook Instagram and we'll see you on the next one. Thanks guys


Good day, fellow investors. I still remember it very, very vividly. It was September 2002 and I was looking to buy McDonald's as a stock. It had fallen big time. It was around $19. I remember the $19 when I was looking, okay, should I buy it or not? I was very young then, but I was already looking at bargains. However, I didn't buy, okay, I had other investments which did very, very good, but since then McDonald's is a 10-bagger almost. I didn't buy, I was happy I didn't buy while I was following because it went from $19 to $13 and then it exploded to the current level. The trouble was then that there was the first earnings loss after a long, long time restructuring costs didn't grow in the US. Everybody was thinking the market was saturated and things like that. There was the old CEO going and coming. So that was the story around McDonald's and now we see it explode 15, 20 years later, which makes it a great investment plus the dividends. Now there is another company that isn't getting much love and is in a similar situation and that's Starbucks. So today we're going to discuss Starbucks. What is there for Starbucks in the long term? Will it be a next McDonald's where it can double 10 times over the next 15 years? Is it a great business where the stock price doesn't really matter because the return on invested capital will give you long-term returns? Let's check. So Starbucks grew revenue at 6% in the last quarter. Just 2% growth, comparable growth in the US, which is not something Wall Street is thrilled about. However, Starbucks is just half of its revenue from the US and 50% is the rest of the world and the US has only 5% of the global population. So there is plenty of room for growth. If we go to China, Starbucks has 3,200 stores in China today and plans to have 5,000 by 2020. Comparable sales growth in China is 6%, which shows that Starbucks is gaining traction there and the trend Starbucks is focusing there on the increased middle class and the attractiveness of a Western lifestyle where coffee substitutes tea. So it's difficult to put a number on what will happen. Nobody knows, but OK, Starbucks is now 50% North America, 50% the rest of the world. 5% population, 95% population. What will Starbucks look like in 10-15 years is the question long-term investors have to ask themselves. These are the projections from the management, comparable store sales growth, 3% to 5%, high single digits, net revenue growth, earnings per share growth of 12% and annual return on invested capital 25%. Those are huge numbers. Let me just explain quickly what is comparable growth. If you have 100 stores and you open 10 new stores and you grow 10%, then comparable growth is zero because the new 10 stores added the growth. So we are then looking just at what was the growth in the stores that were already operating for a whole year. That's comparable growth where you can compare this year with the previous year at the same store. So let's be conservative and put an 8% growth rate on Starbucks's current earnings. The estimated earnings for 2018 are in the range of 3.32 to 3.46, giving a 2018 forward price earnings ratio of 17.75, which is not that high for such a growth story. As long as Starbucks manages to grow that return on invested capital by scaling its business at 25%, that's a great business for Munger. But there is a reason why Buffett isn't buying Starbucks and we'll discuss that later. Secondly, if they manage to grow earnings at 10%, then your returns over the long term will be around 10% plus the dividend, which are great, great returns. So the key is okay, see what are the risks for the business, what is the strength of Starbucks over the next 10-15 years? The first fear is Wall Street's fear is okay, what happens in the US? They are growing, they say just 2% comparable growth. Is the market saturated? Will they be able to take advantage of the customer base and continue to grow? Now I say even if they stay flat in the US over the next 10 years, it will be still a great business, a great cash machine that will allow them to grow around the world. That's one, okay. The second risk is that China might not turn as planned. Starbucks has about 14,000 stores in the US, which makes one store per 23,000 inhabitants. The ratio in China is currently at one store per 445,000 inhabitants. However, if you put that into an economic purchasing power perspective, the Chinese market could be just 15% of the US market for a while, where there wouldn't be much more to expect over the short to medium term. So Starbucks is expanding, that might put a cost, a burden on the company, tighten margins over the long term and not show that growth for a long term. And if Wall Street sees slower growth in China, maybe it will be like a hockey stick over a longer period of time, then again the stock would be hit. So if you're thinking about Starbucks, really follow those and try to dollar-cost average over time. Starbucks is, if they continue to be a strong brand, is a dollar-cost averaging good business to invest in. The third reason why Buffett isn't buying such a high return on invested capital business is the difference between Starbucks and McDonald's.  Starbucks, I'm going to pay 5 bucks for a cup of coffee. I love it, I love the coffee, but it's a premium product. If there is a recession, I think that Starbucks with the premium product will, all that it goes, might see, let's say, not growth, but even a drop in sales. It won't go bankrupt probably, but it would see a drop and it might be hit severely if there is a recession. So those are all things to watch for, but the brand is there, the global opportunity is there, we might see really Starbucks doing very, very good over the long term. So now the return might be 10%, let's be conservative, let's put it at 6%, 7% over the long term with a dip for a recession, with a dip from something else, from not 10%, 7% from this point in time. Perhaps if the stock prices drops further, it will reach 10%, 12%, and then it becomes interesting as a long term strong investment. Let's check what's going on with the stock. Very important to check. There was the hype in 2015, huge growth, expansion all over the world, and then fundamentals are still growing, but the stock price is going nowhere. And this is a very intriguing investment case, because when the fundamentals are growing, sooner or later, if the fundamentals continue to grow, the stock price will catch up. So see how this fits your long term portfolio. Sometimes the best investments are right under our noses and smell like coffee. Thank you for watching, looking forward to your comments. See you in the next video tomorrow.


When Love came first to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. When Love came first to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. When Love came first to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. When Love first came to Earth, by Thomas Campbell, read for LibriVox.org by Cassidy Satterthwaite. When Love came first to Earth, the spring spread rose-beds to receive him, and when he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by Ethan Hurst from Indiana. When Love came first to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love First Came to Earth, by Thomas Campbell. Read for LibriVox.org by Newgate Novelist. When Love First Came to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love First Came to Earth, by Thomas Campbell. Read for LibriVox.org by Gina Briggs. When Love First Came to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by Graham Scott Cheltenham, England. When Love Came First to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by Kevin S. When Love Came First to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by Leanne Howlett. When Love Came First to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover, and even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by Larry Wilson. When Love Came First to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next newcomer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover. And even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love First Came to Earth, by Thomas Campbell. Read for LibriVox.org by Phil Shempf. When Love First Came to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departed, saw his faith pledge to the next newcomer. He reveled in the warmer breath and rich boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover. And even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love First Came to Earth, by Thomas Campbell. Read for LibriVox.org by Shauna Lee Warner. When Love First Came to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next new corner. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover. And even in winter's dark cold nights, a dawn he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain. Song When Love Came First to Earth, by Thomas Campbell. Read for LibriVox.org by The Voice Before the Void. When Love Came First to Earth, the spring spread rose-beds to receive him, and back he vowed his flighted wing to heaven, if she should leave him. But spring, departing, saw his faith pledge to the next new comer. He reveled in the warmer breath and richer boughs of summer. Then sport of autumn, claimed by rites, an archer for her lover. And even in winter's dark cold nights, a charm he could discover.  In short, young love's a gallant boy, that likes all times and seasons. End of poem. This recording is in the public domain.


What's going on everyone? Sam here with Layton Sports Guards and I am ripping five 2022 Panini National Sports Convention gold packs for Arthur C. So good luck Arthur. Here we go. Oh god. Got our member when those came out. Got Devonta Smith rookie. Nice way to start here. How about a Tyrese Halliburton on the gator. Nice one there. Heck yeah. So these are not numbered but they're very short printed. Very sick. The back and forth guys back on Twitch. There you go Gucci. A mini shuffle.  I literally remember when those came out. I had an iPod nano. I had a nano. Jason Tatum got cracked ice. Jamar Chase. There you go Arthur. 11 out of 99. Nice one there. Yeah I know. I called that a tiger a couple days ago.  I don't know why. Even why I said that.  Tail Maladon rookie. Got Lionel Messi on the hyper. Couldn't afford that. All right we've got Mookie Betts space and Allen Iverson under velocity not numbered sixers. And last pack for you here. Good luck Mahomes and Denny F. D. On the cam out of 25 wizards. 18 out of 25. Very nice hit there as well. That'll do it for your break there Arthur. Congrats on all the hits buddy. We'll get them right out to you. Thanks again.


're good okay so um with that we will consider um the meeting or without objections excuse me we'll consider the meeting adjourned 9 27 thanks everybody yep


Next week we are jumping off a mountain for Everton in the community and you. We're both going to have go pros on, hopefully with no sound. No sound please. And we'll be jumping off a big mountain for the Everton community so there'll be a link in the description. All I'll say is massive, massive thank you to everybody who's already donated. Absolutely brilliant. Some felt like Mr Kit gave me money last night in the mat cos he's no good on donating. So that's going in. Everyone who's donated so far a massive thank you for it. It's brilliant and it's evident in the community benefit. Fantastic. But if everyone watching this video donated a pound, honestly it takes like a minute and a half to do and it's done. It all goes to Everton community so if you can do that for us that would be amazing. Cos it's not really for us, it's forever in the community.  So there you go. If you can do that, please do. You know, anything. If you all give us a pound, we'll absolutely smash our total. Honestly, don't be afraid to just give us a pound.  If all of you give us a pound, and it's not for us, not going on a cruise. It's forever in the community to do the amazing work. If you're proud of the work evidence in the community do that through donations, charity, they take the money and they funnel it into the local areas. It's gone back in. 100% of your money. In our city, right? Helping people, everyone. Blues, reds, everyone. They're not asked, they just want to help people and we want to help them help people. And if you go down to the hub or the blue base or any of these places, you'll see the work they do and how nice they are. And they'll just come and have a cup of tea with you and have a chat. You can go in there, you can go in there, right? Or if you're feeling lonely or go down and you can have a chat with them. Or if you live near, you can take your nand down and have a cup of tea. Nice cafe there. It all goes back into helping the community and kids playing on the pitch and things like that. It's an amazing thing that, as ever tonings, we should be proud of.  But we're all right with that.  Depends on what your mindset is. Honestly, if you've donated a pound, it would be brilliant. 100% of your donation goes to the community to keep the work going.  Thanks for watching. We'll see you later.


The dark truth about Columbus' discovery of the Americas, surviving Lukeians fled to the surrounding mountains to escape the sadistic savagery and barbaric treatment of the so-called civilized Christian Europeans toward them. Columbus and his men took to hunting the fleeing Lukeians down for sport and after murdering them, using their bodies as dog food.


Hi, I'm Steve Morrison from CSIS here. I'll be very brief. This has been a terrific morning. I want to thank all of our speakers, particularly those that came from a long distance. A couple of quick thoughts, particularly with reference to US policy. In terms of the overall picture that came across from these two panels, it was a very mixed view. We kept hearing that the BRICS countries are really very still remaining, very state-centric. I don't think that's particularly surprising, that there's a fluidity in terms of proliferation of options, BRICS, IBSA, G20, that there's a certain amount, there's a South-South bias or ethic that enters much of the discussion. Sovereign choices that are being made oftentimes in favor of multilateralism are not translating necessarily into health. I think one thing that we didn't talk a whole lot about is the public opinion climate in these countries and the fact that typically putting diplomatic energy and resources into health outside their borders is not a popular choice. The case has to be made. There was very little discussion around the business sector. So those are some quick points. On the question around U.S. policy, it seems to me that there's a couple of different, there's a calendar of events in which these issues will play themselves through. The most recent important event was the World AIDS Day last week, President Obama's address, his commitment to a 6 million target of those on ART, his appeal in the aftermath of the Accra Global Fund board meeting, his appeal to China and other emerging powers to make the transition to become donors. This all gets to a very fundamental issue that's front and center in terms of U.S. policy, which is that in this era of austerity and progressive contraction of resources, you now have organizations like the Global Fund that are in a confusing and bewildering condition of considerable uncertainty as to the future. BRICS countries have been sort of ushered out of eligibility at the same time that they've been appealed to, step forward as donors. It's a bit contradictory and confusing. There's some logic to all of this, but the bigger question is on the HIV AIDS, TB malaria, the core infectious diseases in poor countries, the mortgage that is out there today, the 6.6 million people on treatment, there's considerable angst and uncertainty about how that will be sustained. Will it be sustained? How will it be sustained? And do emerging powers have a role to play in that? And if so, how do you get to that point? I don't think we've gotten very far in thinking that through in terms of diplomatic strategy, but it is clearly a very, very front and center policy priority emerging at this point. This related issue is how do you reallocate existing money to get far better use of the dollars that are coming from multiple streams? Simply making a commitment to go from 4 million to 6 million without a major infusion of additional dollars is premised on the confidence that reallocation of resources is workable and is an important basis for getting to that point. Certainly the UN AIDS strategic investment framework that has come forward is based on a very similar kind of proposition. Where are the bricks in that discussion? That's not really clear to me. There was some discussion around NCDs. It's not clear to me that NCDs will continue to have legs as a mobilizing global forum. The high level meeting in September had very inconclusive outcomes, it seemed to me. And we will only see as we get towards the end of next year and into the following year as to whether it continues to have some mobilizing capacity. But I do think that clearly the NCDs remain profound and an ascendant challenge for the bricks countries and other emerging powers. And certainly this creates a major opening for engagement on a bilateral basis by the United States on best practices and technical support and some of the key market related and trade related issues. Looking forward in our calendar, we just had the World AIDS Day and very important speech by the President and others. We're looking at the Secretary sponsoring a major gathering in early May on maternal and child health. We're looking at the G8 Summit in Chicago. First week of May, we're looking at a June Summit here in the United States on vaccines, a global summit. We're looking at the AIDS 2012 meeting here, the third week of July in Washington, D.C. These are all opportunities for a more creative and innovative approach diplomatically with respect to emerging powers and integrating them into the discussions that happen across these multiple high level fora that will be on our soil and which will allow us an opportunity to explore this option even further. But thank you all so much for the chance to be here and thank you all for coming. Steve, thank you. I also wanna thank all of you for coming today and spending your morning with us for those who weren't able to be here for the entire time or who want to review some of the information that was discussed. The video and audio recordings of today's session will be archived on our website at www.smartglobalhealth.org. So you may visit the site and review the video and other content that we've produced related to the BRICS and other work on global health at your convenience. Also, I should let you know that we will plan on publishing a summary of the presentation's conclusions and recommendations that have come out of the meeting today. So look for that in the first quarter of 2012. And in the next phase of the Global Health Policy Center's work, we will continue to explore the changing landscape of global health cooperation. We will be expanding our work in some ways to consider how some of the European countries are shaping or reshaping their global health agendas in light of the recent financial crises, as well as the ways in which actors in Asia, such as China, Japan and South Korea and the Americas, including Canada, Mexico and Brazil, among others, continue to develop their global health policy and assistance strategies. So please stay tuned. Finally, as I mentioned at the outset, CSIS's work on the BRICS and emerging practices in global health cooperation has been part of a broad effort incorporating many of the regional programs at CSIS, as well as partners overseas in Brazil, China, India, Russia and South Africa. There are a number of people at CSIS in particular who have contributed to the work, including many of whom were not on the stage today and who were working behind the scenes. So if you'll indulge me, I just want to thank everyone personally. This is pretty quick, but it's very important. There's been a considerable amount of effort into this. This includes Jeffrey Bean, Jiaoqing Boynton, Charles Freeman, Savina Rupani, Michael Graebiil, Caitlin Watson, Uttara Dukipati, Desi Schaefer, Jennifer Cook, Farah Tahir and several other interns from the Africa program. Andy Cuchins, Judy Twig, Aika Zikibayeva, Suzanne Brundage, Hana Danji, Matt Fisher, Seth Gannon, Steve Morrison, Julia Nagel and Carolyn Schroet from the Global Health Policy Center. So please join me in once again, thanking our panelists today and join me in thanking staff at CSIS and elsewhere for sharing their work and their thoughts and perspectives on emerging practices in global health cooperation. Thank you.


When tasers were introduced a few years ago the objective of the taser introduction was not as a compliance device but to prevent people being shot and killed. Has that failed basically after the recent events? No, I don't think so. In fact tasers are used about 1200 times a year throughout the state and in 80% of the use of tasers by our police It is merely the threat of a police officer drawing a taser which gets compliance from the people concerned. But the taser is only one small component of our whole use of force continuum. The primary role of our police is to wherever possible to de-escalate and resolve a violent confrontation situation. First in these circumstances rather than guns drawn? That's an important question. Unfortunately these matters are now before the coroner. I'm not trying to be to use that as a way of not answering your questions but the coroner is in charge of these investigations and the information that surrounds them. So I'm unable to talk about the specific details but what I can say to you is simply this. If someone's running at you with a knife and they're two metres away trying to shoot them with a taser is not the sensible option. And certainly we provide a series of use of force options for our police and we allow them to make the best decision for the most reasonable and lawful and appropriate use of force which is necessary to resolve that particular situation. How does it concern you Commissioner that one or more of these recent incidents may have been either suicide by police or copycat incidents because of the recent run? This is something that obviously we are considering and certainly that factor has not been, we've certainly considered it. However any decision about that will be made on the basis of all of the facts and that is the job of the coroner. The independent arbiter in these matters. We've expressed obviously confidence in the services training while announcing a review. Are there any instances or parts of it off the top of your head that need to be looked at specifically that you think could or should be improved or done better off the top of your head before the review commences? No, I think that people say things like well why don't we have firearms training more, why don't we have more taser training, why don't we have more capsicum use of capsicum training. These are only small components of our whole use of force curriculum. I believe that we have a wonderful training system in that regard but the catch is always this that somewhere in the world there will be someone with a slightly better view, a slightly better way of doing things and that's what we need to search out. We need to be looking always for that to improve what we do because at the end of the day we never want to use lethal force as a police department. I mean that is the very last resort but the situations that our people are faced with as I said on a daily basis and if you think about it over half a million triple zero calls to Queensland Police each year. That's the current stats. Millions of interactions that we have with the public every day and sadly though we still have those very rare occasions where the use of lethal force is necessary. But are you worried about what the public is beginning to think? How are you receiving members of the public speaking to you about these incidents, I mean three in a week? I wouldn't be standing here today telling you that I'm going to take all of these actions if I wasn't concerned about the trust relationship that is absolutely critical to the Queensland Police Service doing its job on a daily basis. That's why I'm here. What I am saying is please understand and put this in the context of the broader environment in which we're operating. I mean it should not be a secret to any of you that in Australia now we have the highest level of alert for counter-terrorism that we've ever faced in our history and that's right across Australia. Daily we are seeing issues involving mental health. Daily we are seeing issues involving poly-drug use. Our people need to be equipped to handle all of those to be ready to respond to keep the community safe and secure in all of those situations. That alert came out a couple of months ago combined with the decision for all uniformed officers to be carrying weapons. Do you think that's plating any part in these incidents for police to reach first to their fire arms? The honest answer to that is I don't. However the coroner is going, I suspect that the coroner will look at all of those issues and so the coroner should. I think it's very important that they look at the entire environment that we're operating at the moment. I ask our people to be hyper-vigilant at the moment and I said this before G20. This wasn't just about G20. This was about our current working environment. It is important that all police, all sworn officers are ready to deploy to any situation that they're confronted by or that their workmates are confronted by. That is our sworn duty. So I don't believe that simply preparing our officers to be deployable, to be ready to handle any situation has had that impact. But other people will no doubt look at that and they'll have their views. G20 which during one security briefing I was told that police were trained up to G20 but not given much downtime before the G20. These incidents have happened post G20. Just taking Michael's point about readiness. Is that a factor that could be playing in here as well that some police are just so wired in readiness for something that's where the call becomes? No because quite honestly I think we've been in this state of higher readiness probably for about 12 months. I really don't think that's been a factor but then again there will be an independent review of all of this which we will cooperate with. And I'm glad to see Ian Leavers here in the room today because I think Ian and I are on the same page in this space. Any review of what is occurring within our community in how we're trained to respond to that in the way that we provide for the safety and security of the community entirely. I think is an important thing that we both support. Commissioner you mentioned about 1200 times a year Taze is being deployed or pulled out. Has there been any figure of the average use of guns being pulled out? I can tell you that in the last five years we've been involved in 13 shootings so that's since 2010 and only in six of those occasions have the outcome been a fatal fatality. Commissioner sorry just to clarify that includes these recent five and six. Sorry can I be very clear on this I'm talking about the times where we've actually shot at people so 13 shootings where we've shot at people in the last five years only six of those have been fatal. And that includes the recent spades sorry. Yes it does. Queensland Police are looking at they announced earlier this year that big changes to the ethical standards command and police discipline will this still go ahead given this new review as well. The ethical standards command I think has benefited from the changes that we've made where we have a far greater range of staff and the skills base of staff in the ethical standards command. Certainly that is that has been I think a major a major advantage to us in these current matters. The discipline process is an ongoing discussion with government and with the union. You mentioned that is your understanding that the coroner will look at these in combination or with other individuals and when will that be because obviously if there's a situation now we've gone away 12 months for a coronal inquest. Right. And you might notice that in my statement about the actions that we intend to take is not only will we support the coroner inquiries if the coroner was to ask me for extra resources. I would happily give them to try and make sure that we get these particular matters dealt with very quickly. I think that that is very important for the entire community. Certainly I have been in touch with the coroner today and I believe that the coroner will be looking at doing a joint inquiry of all of these matters. But that is quite probably something that perhaps you should ask. White ribbon for White Ribbon Day. A lot of these incidents seem to be related to domestic violence. Is that right? Look, can I ask that we keep these matters separate? I'm doing some White Ribbon Day media later today in the Queen Street Mall and I'd ask you to keep those questions about White Ribbon Day because I don't want the importance of White Ribbon Day to be lost in the discussion that we're having about these incidents. So in terms of domestic violence, quite a few incidents of these incidents are related to domestic violence. Some of them are. Will your officers need more training on handling these situations? Is that a factor? Our officers get significant training across a whole range of issues and situational incidents. We do a lot of scenario training with our officers now and certainly any violent or highly charged situation like a domestic situation where violence is involved, a road rage incident, a brawler to pub. All of these are things that our people have to deal with. Almost on a, not, sorry, all of our people have to deal with these and these are occurring across Queensland on a daily basis. So we don't specify particular instances. What we do is we specify behaviours and how best to deal with those behaviours. You mentioned that you're going to open the access to training for the media and the communities so they can see what's going on there. Is that because you don't think there's enough understanding and proximity issues like I think the FBI caught the 21 foot rule? You're absolutely right and thank you. Thank you. That's an important issue and that's exactly why I intend to open the doors of our academies to groups of people who can come in and start to understand the complexity of what our people are facing. See it's not just about someone running down the driveway at you with a knife, extended screaming at you that they're going to cut you into two. It's not just that. It's understanding. If you have time, what is the state that this person is? Why are they acting in this way? What has been the causal factors for them reaching this level of aggression? What is your backup? Are you able to retreat safely? I mean all of these factors play a part in how we deal with these high risk situations. It's not just about standing firm and you know pulling out a baton or a gun or whatever. There are a whole lot of variables that our people have to consider at the time. But ultimately it's about their safety, the community safety and the safety of the person with the knife as well. Is increased drug use a factor in these cases? I think the complexity of what our people face on a daily basis has changed. And it's not just the CT, the counter-terrorism environment. It is the fact that daily we see people with the impact of poly drug use on them either right then or over a period of time. As we see with mental illness and the way that that impacts on our society. I think our people are dealing with the consequences of a whole range of important social issues. And this is always the balance for governments. Do you pour money into having more police with all of the extra equipment? Or do you pour money into things like rehabilitation programs and what have you? Ultimately it is your police that get called to deal with the consequences when people are in trouble. When people are the next door neighbours going off the handle, being violent, damaging property. That's when the police get called. We're at the end of the chain. And part of it is making sure that our primary focus is to try and resolve peacefully any situation we can. But at the same time, sometimes that's just not possible. You talked about how the nature of policing is more and more complicated, more and more challenging. It is. That's the case. Why do police not have standard issue body worn cameras? And why is such a large percentage of police having to go out and purchase these devices themselves because the QPS isn't doing it? No, it's a very good question. And there's a precedent for this. When I was a young detective a number of years ago now, I went out and I bought myself a small digital recorder. It wasn't a digital recorder in those days. It was a little tape. We didn't have a digital recorder. We did that way before I was asked to or when the police department itself decided to move to that. And what it reflects is the fact that I can put body worn cameras on a lot of people, but it's not going to stop people being shot dead. That's the reality of it. It will record frame by frame what occurred. And yes, we'll be able to review that. But my focus has always been looking at ways that we can actually prevent us ever getting to that stage. That's clearly it. Do I think that we will ultimately have body worn recording devices that will record audio and video? I think we will down the track, but there is still a whole lot of complications in dealing with that as an organisation. And I encourage our officers to go out and buy their own. But ultimately, once I start to buy them there are a whole range of issues that come into play. Not the least of which is the complications about losing police off the road when they have to sit down and classify six or eight hours worth of video. They have to then not just classify it, but download it. And technology is not just, whilst it's wonderful, it's not quite there yet. I see a time where Google Glasses will probably be part of the answer, that type of technology. Because as you know, if I look over here, what's happening over there is not captured on what's occurring with a very worn video that's pointing that way. So if you see where I'm coming from, I just don't think that the technology is quite as mature yet as when we're going to need to put it in more globally across the organisation. But we're looking at it. We're looking at it all the time and we're reaching out. And I know that Ian from the Union has been very vocal about this and I understand that. But I hope that he will be prepared to also understand my views about what this might mean into the future. There's obviously been a lot of complexities and this might not happen again for two or three years. Would you explain this recent state as being just a sad coincidence? I would never try and explain that to you or to the community. Every one of these is a tragedy in their own right. I said before that and I meant it. None of our people go to work with the idea that they're going to shoot someone. I mean, that is the least thing that they think of when they go. But when you see the fact that we've had four fatal shootings in a small space of time in reality, even though in my view these are relatively rare occurrences, I think it's my duty to go to the public and reassure them that we're going to look at all of these issues to make sure that there's no specific issue that's impacting on us right now and perhaps to prevent that occurring into the future. We always are looking for better ways of doing things and it's really, really important that I reassure the public that we're taking this very, very seriously. How many of these deaths are classified as deaths in custody? All of them. A police shooting is a death in custody. How are the police officers have you spoken to them? No, I haven't personally spoken to all of the ones who are involved in all of these incidents. I tend to wait just a short period of time because they become quite overwhelmed by the fact of life that we often lose the officers from the organisation over time and you probably personally know of examples of that. But my message is clear to every one of the men and women of the Queensland Police Service, I have confidence in them. I trust them. I believe that they have good training. I believe that they honestly go out there with the best intentions on behalf of the community every day. And it's important that they know that because I do not want them taking an extra second to make a decision that's so important tomorrow or the next day or the week after that, I ask them just to do their job and to be confident in their training, to be confident in their equipment, to be confident in the fact that the leadership of this organisation and I think the general public support them when they do the right thing. I don't want them waiting that extra half a second because that could cause the death. Commissioner, you said there's going to be a review of procedures and training. Who's going to be doing that review and are you going to be looking at the use of force model as well? Yes, absolutely. And we will mount an internal review firstly, but we will also look for international best practice and there are a number of people who we believe come from policing academia who have a significant interest and expertise in this area and we'll reach out to them. We'll also reach out to perhaps experts in the use of force and that could be people from policing, it may be the ADF as well. So we have an open mind on that at the moment, but I'll keep you up to date as we progress it. Why are police shootings in the last two months, four of them fatal? When was the last time that rate was so high? Well, I can't answer that because I can only go back five years at the moment. No, sorry, if I could say just this, this is our 150th year. I am sure that if we go right back to the start of that, there will be fatal shootings by police officers all through that time and I think it reflects the society that we're in. There are those in society for whatever reason who choose to have violent confrontation with authority figures in this case the police department and certainly that history is there. What I do want to make clear to everyone is that whilst each is a tragedy, these are very rare in reality and that's the truth of it and I think the figures bear that out when you think about the number of times we actually work with the community every year and when I say millions of interactions, I'm talking about every incident we go to, every street arrest, every violent brawl, every road rage situation, every break and enter, every times a young group of people speed off in a car and we try to stop them hurting themselves. Every one of those violent confrontations that we get involved in, the fact that there has only been 13 times in the last five years where police officers have had to shoot to preserve their lives or the life of someone else in the community and the fact that we've only had six fatalities. I think that actually says loads about the professionalism of your police department. How does that compare to other states? I'm sorry, I don't have comparative figures on what happens in other states but certainly I'm sure that any review, that's something we will look at as we move forward. You have had a reputation for a while where the police were trigger happy. Are you concerned that the public may think that about Queensland? Look, I would hope not. There was a situation in Victoria at one stage where they developed a project called Project Beacon. They did a lot of work. They retrained their whole police department. I don't think we've seen that sort of issue since then. We actually had a project just after that called Project Lighthouse which took cognizance of what was happening in Victoria and that has formed part of our development of our strategies. So I'm going back to the mid-90s now. And we've come a long way. Certainly our training continues to evolve and the scenario training that we now do, that we've been doing for a couple of years that actually started about 2005 and we built on that until we've actually implemented that scenario training. So what I'm saying is we are clearly always reviewing what we do but I think it's important to have a specific project right now to make sure that we don't have an outlier, a factor that perhaps we hadn't seen previously that we need to address. And we will address it if we find that. Does the communication between various agencies need to be improved so that police called out to these hostile jobs that perhaps give them more background information with what they could be confronting? Thank you because that's a really, really important point. And it is an area that I'm passionate about and you might know about our Q Light project so that's the iPads our officers have. I'm hopeful that by rolling them out right across the organisation we will achieve just that. We will allow our people to get better information about the environment they're about to walk into, where that information exists. Now it's not a perfect world and we won't always have that information but sometimes we will and it will make it safer for officers to be able to get that information instantaneously as they get the job and they can say, wow, I've got to think about these other things going in the front door or going up the driveway or just pulling up near the house. This is the best that we can get to. Are we there yet? Excuse me. Are we there yet? No, we're not but we're getting better. Part of this also is the ability to interact with other government agencies and other support agencies who are perhaps non-government agencies and have that inner change of information. That will make our community a safer place. I'm absolutely sure and we're working towards that. Ladies and gentlemen, thank you so much for today. I really appreciate you coming in at short notice. I appreciate the fact that Ian Leavis is here from the union. I think it's really, really important that we together and with the commission officers union as well we demonstrate that we are taking this very seriously. We'll do everything we can to get back that confidence that we need from the community. So thank you very much for your part in that.


We're going to continue with English, because our next talk will be English. We have to, it's good to introduce the next speaker in English. We had a not-so-private conversation because of the microphone, but we just found out we're neighbors. And the reason why I asked this is because I asked him a few questions before to prepare for the introduction. And he told me he has a son, Ola, one hour of years old, and he said you can sometimes find me walking in my one seat with him in a car. That's his birthday. So I said, where do you live? And he said Amsterdam. I said, where in Amsterdam? I said, isn't that? I said, I'll be there too. So I'm going to be a looker. I'm going to go to Amsterdam, please. No pictures, please. No pictures, please. Well, pictures aren't out. Now I'm here in Europe today, so if you can take pictures. David Semen, Dr. David Semen, is specialized in neuro marketing, and he works for a company called NeuroPrize. But it doesn't mean that you can find him on his Friday. It's apparently his motorbike. Are you the one that goes to our area around him when there's not any? No. That's not me, definitely not me. But when he's not doing that, and he's working on neuro marketing, and he's specialized in WooCommerce websites, that's what you do, correct me if I'm wrong. Sort of, yes. Sort of. And you use actually neuro marketing to increase conversion. So I'm curious to find out what that means. Originally you were a backup speaker. We were flowing in the last minute. So how many of you put your name up on the board for a bar camp tomorrow? No one's inspired to do a talk? I know there's one. No one's inspired to do a talk? Any of you, everyone can be here and speak. You all get a story. Yeah. So feel inspired. I mean, if we can be here, you can be here. But first, let's hear a good talk about neuro marketing and the official title is How to Boost Your Science Converging with Neuro Psychology. So pick a question. Thank you. Thank you for being here. The title is How to Boost Your Science Conversion with Neuro Psychology. But this could also be about your own website, about your own web shop. So you can apply it to your customer's website. You can apply it to your own website. You could even tell to your boss that he needs to do this or that. So let's start. What are we going to do today? I'm going to give you a brief introduction about myself. I think that some of you know who I am. It's not my first time that I do a talk at WordCamp Nijmegen. I was here last year as well. And I did a talk at Wordpress Meetup Nijmegen. Then I'm going to tell you a bit about the brain because if you don't know anything about the brain, it's difficult to apply persuasion principles on your own website, on the websites of your customers, Facebook ads that you're creating for them. So you're just going to get your big toe wet, that's all. Then we're going to dive into six persuasion principles that you can apply to websites, to a Facebook campaign, to anything. And we're going to end with a Q&A. If you have a question, you can raise your hand. You could also save it up for the end of the presentation. So, Neurofied, that's where I work. My name is Ava Sermayn. I did a PhD. And I co-founded Neurofied this year, January 1st with Bayer M. Ben-Bara. He's the strategist of our company. Ian, who is in the back of the room, also works with us, Ian McCorker-Dill. He's a neuropsychologist. And within our team, he's really a scientist. He reads the articles, scientific findings, and translates that into Yip and Janneke language so that you, who don't know anything about it, understand what the new findings are, how you can apply it to your website, to your marketing strategy plan. And we have Denise Janser also working with us as a volunteer. And she is a neuroscientist doing her PhD as well. And she also translates science into Yip and Janneke. Some of the companies that we work with, Afterpay, True, LabFresh, and we do several stuff for them. For Afterpay, we did a workshop. We taught them neuro-marketing. And we also improved their email workflows. So if you're a customer of them and you get emails from them, big chances are that they were optimized by our company. So the brain. We humans, if you want to have a good understanding about the brain, we need to go back roughly 45 million, what is it, million years, because that's when our brain, that's where the origin of our brain lies. During that time, there were tigers, saber-toothed tigers, there were mammoths, and it was a dangerous time. So our brain did one thing, and that was directing our behavior. We were all aimed at survival. So if you saw a mammoth coming from the right and a saber-toothed tiger on the left, your brain made the calculation which one is more dangerous and made you move in the safest direction. In evolution, we changed a bit, but our brain did not change as you might think it did. We kept our old brain, and a new part grew on top of the old brain. So you basically have one part, the old part that is directing your behavior, and you have a different part that's what defines us from animals. That helps you with planning, doing shopping, having a chat with your friends. And Daniel Kahneman, the only psychologist that received a Nobel Prize research on those two parts and named them System 1 and System 2. System 1 is the unconscious system. System 2 is the conscious system, and just to give you a number, roughly 95, could be more, could be a bit less, but almost 95% of the decisions that you make every day, even right now, are made by System 1. So the subconscious system. You're not aware of choices that you're making. It could be the sandwich that you picked up during lunch, or the drink that you picked when the break that we had right now. System 2 is the conscious system. It makes you rationalize the thing. Why did you pick the green blouse or the green sweater that you're wearing right now? System 2 is going to rationalize that why you picked that. And you may think that that's a good match to systems to communicate with each other. System 1 tells System 2 what the plans are. System 2 does the same thing back to System 1, but that's the most annoying part. They don't communicate with each other. They're two black boxes. So if there is a conflict, if you need to make a decision, and you have System 1 and System 2 working on that decision, there is always a winner. And most of the time, that's System 1. Why? Because System 1 is directing your behavior. And most decisions are behaviors. Even purchase something is a behavior. So most of the time System 1 wins when there's a conflict. So directing your marketing to the System 2, which is the conscious system, could not be that efficient. Because System 1 has a bigger chance of winning the decision-making process. There's a different slide. I thought there was another one. So you have a hair. I think it is in English.  And System 1, the green system, is... Was it this one? No, I'm sorry. Slides are gone. So it's the most important thing to understand is that System 1 is most of the time the winner. And there's a second reason why System 1 most of the time wins a decision. And that's processing speed. The processing speed of System 2, the conscious system is 40 bits per second. Does anyone want to make a guess about the processing speed of System 1, the subconscious system? Anyone? Five thousand. Okay. Are you close? But the processing speed of System 1 is 11 million bits per second. It's a measurement. It's a rough indicator of the speed of processing your brain. You can't compare it to anything, but if you translate it to computer speed, then 11 million bits can pass through System 1, compared to 40 bits that can be processed by System 2. So it's mainly to show you that there are two main reasons why System 1, the subconscious system, is a good system to target in your marketing, but also when you're building a website. System 1 processes your website immediately and makes decisions about it. Do I like it or not? Am I going to purchase this or not? Do I like the checkout process or not? So targeting and making sure that System 1 likes your website, likes your Facebook advertisement, likes your newsletter is important. Some other facts about the brains. These are our modern brains. They roughly weigh 2% of our body weight, 1.4 kilo. That's where it comes from. Yeah. Minus 1.4. But they roughly weigh 2% of your total body weight, but they consume 20% of your caloric intake. So it's a really important organ. There is a lot of things happening in the background. And that's what you can see by the caloric intake. So what I really want to discuss with you, and this was the bit that I'm not going to tell you more about the brain, but I really want to discuss with you our cognitive biases. Are there any Dutch speakers here that don't know what cognitive biases are? Because the Dutch word is a dankfout. But cognitive biases are shortcuts that we all have in our brain.  It prefers to not spend any energy on something. So if it has to make a decision, it will go for the least energy-consuming decision. And that's basically the function of cognitive bias. And some of them are irrational. This image shows you all the cognitive biases that there are. It's roughly 175. It could be some less, some more, because some can be combined. Some can be extracted into two cognitive biases. And I'm only going to discuss six with you because if I have to go through all of them with you, that will be a bit of overflow. But the image is on Wikipedia. If you Google for cognitive biases, you can find this and all the cognitive biases that there are with the description, with the research behind it. So if you're really interested in it, Wikipedia cognitive biases is a good page to go to. Persuasion principles. We're going to discuss six, and I'm going to start with processing fluency. Processing fluency is basically the ease which with information is processed. I could have made a more difficult sentence, but that would probably make it more difficult. It would decrease the process of fluency.  So to give you an example, this example is from the workshop that we gave at Sherlock. We taught them a bit about neuro-marketing and we analyzed their website. This is the FAQ section. One of the recommendations that we gave over here to increase the processing fluency is to have the text be aligned from left to right. Why we read from left to right? That's what our brain has learned. The words are put on paper from left to right. So reading sentences that are aligned to the right makes it difficult for our brain. This takes more energy to process. So our brain is more likely to say, I'm not going to spend any energy on this. I'm going to close it. And even if you look at the gaps that are over here, our brain uses these rigid edges as marks. I've been here, so the next sentence is probably somewhere over here.  So it loses where it was when reading the sentence. So it could be as easy as using left to line text on your website to increase processing fluency. Another recommendation that we have at Sherlock is an Amsterdam based company. They're also in Rotterdam. They have escape rooms and you can book a room with them. Now where would you expect a book now button? Anyone? I hear top right. Anyone else? Center of the screen? Exactly. And they put it on the bottom left. We did not make this. And I'm not saying this is wrong, but if you want to increase the processing fluency of your website, make it easier to consume, you need to make sure that the content that you are putting on the website for your customer, for your client, or on your own website is at a location where they expect it to be. So you told me that you expected the book now button in the center of the page or at the top right. So keep that in mind if you need to place a button somewhere on a page. Think where does the customer of your customer or the visitor of your customer expects this function to be. So one of the things that they are going to experiment with is moving the book now button to make the page easier to consume. Another persuasion principle is framing. And with framing, you can draw different conclusions from the same information. What you see over here is the WooCommerce logo on the left and the Magento logo on the right. They are the same software. You can sell products with it. It's e-commerce. It's an e-commerce solution. But if you are a WooCommerce user, you could say, well, Magento notes too expensive to maintain the system. You must only use Magento when you have a big store. And if you're a Magento user, you would say, no, WooCommerce is this and that. But in the end, we all have the same knowledge of these systems. Well, we draw different conclusions with the same information. So what you could do with that with framing is, and this is from LabFresh. I'm actually wearing one. LabFresh creates shirts that are stain repellent. So you could say it's stain repellent. So if I spill red wine on it, it will not make any stains on it. That's also what you see on the image. This is a glass of red wine. So you could say it's stain repellent. Then you are focusing on the stains. With the same information differently framed, you could also say, never worry about stains. It's framed differently. But it's the same information that you have with a different conclusion. No, the same conclusion. I'm sorry. I switched them. And that's also what you could do with wordings that your customer has on your website or wordings that you have on your website. Is your hosting cheap? Or is it quality hosting? It could be that it's the same hosting. If you want a lot of customers with a small budget, then cheap could be a good wording. If you want high-end customers, quality hosting could be a good wording. If your offering is selling something high-end, you may not want to use the word cheap. So you can play with the words to put a different frame that the visitor will see. The peak-end rule. I like this rule because it's a difficult one, but it's also a fun one. And there is an IKEA hot dog on the screen with a reason. Because one of the best examples to explain you the peak-end rule is by using IKEA. Your walk through IKEA magazine, the warehouse, sorry. There goes my English. It's quite a long walk to the warehouse. There is a dotted line that you can follow. It's always annoying. You have kids jumping on the bed. You have parents sitting on couches with their feet right where you want to put your feet. It takes you 20 minutes to go to the cupboard that you want. That nice white, you know, everyone has that cupboard. And you need to write down the path where it is. So 44A shelf 30. You're happy at that moment because you found it. You know where it is. You continue your stroll. Too slow, too much people. And then you put it on your cart. You get to check out. And you buy a hot dog. One euro. So you have two peaks. No one peak. One peak. That's that you found it. And you got the end, the hot dog. And with the peak and rule, it says that it's not about the complete experience. It doesn't matter. It took you an hour and a half to buy that cupboard. It's about the average of the peak. So you found it. And the end. What could you do with that? Because you are not IKEA. That's clear to me. If, for instance, your customer or you are shipping out products, if something goes wrong, it's not about how long it takes for the customer to get the replacement product. It's about how good you handle the support. So show empathy. I'm sorry that it went wrong. That's the peak. And then you're going to send a new one and it arrives. You could even add a present with it or give them discount for the next purchase. Then you make sure that the memory that they put into their brain, the experience that they have with you, was thumbed up. That's what you want. If you really want to, you could be a pro with this because you can apply this on large scale. But you can also do this with sentences on your page as well. You can apply the peak and rule to sentences to paragraphs. You could really do a lot with this. The default effect sometimes, default effect says that this is where the lazy brain comes in again. When the choice that the brain has to make is arbitrary, so it doesn't really matter whether I choose option A or option B, we tend to go for the option that is pre-selected. That's the default effect. This slide is from the workshop that we gave it after pay. What you see over here is a customer of them that is offering their payment option as well. But it's not selected at the default option. So chances are that in this checkout flow, the customer will select ideal as checkout as payment method. For your customer, if they prefer a specific checkout method, you could set that method as the default option because you increase the chance that they will convert with that payment option. So that will look like this if you, for instance, want the customer to use after pay, which could be a good solution for you or your customer to use. Why? Yep, endowment effect. Endowment effect says that we tend to ask more. For when we have to give up an object, then we are willing to pay for it. And with after pay, I'm not here to sponsor them, but with after pay or Klarna or there are several other payment method that lets you pay off so you have received your product. Chances are that your returns will decrease or returns of your customer will decrease because of the endowment effect. Yeah, so the decision that our brain makes is do I want to keep my money or do I want to keep the service? The next one is the mur exposure effect. Our preferences and our positivity towards a brand increases if we are more familiar with it. So, for instance, on this image, there is a bear maker that you will all recognize. So what he's doing here is using the mur exposure effect. And what you can do with this to increase conversion is not only create Facebook ads that are focusing on selling, or if you're doing this for yourself, not only focus on selling, but also focus on awareness. Because the more people see your brand or the more people see the brand of your customer, the more positive and the more familiar they will get with that brand. And that will make them easier to convert. So if you run regular awareness campaigns that are not focused on selling, but just saying, hey, this is my brand, here I am, that will make those people that saw the ad easier to convert. And that's what you want. And you could also look at email automation. If someone has bought a product, set them in a drip campaign, tell them regularly about you, tell them about the sale, create an automation for your customer. That way, they will be easier to convert.  They are familiar with your day. You've seen something that you specified. But it didn't do anything. You're going to target them again. They're familiar. And often that results on retargeting are better than on the first campaign. I'm already at that point. I'm on time, right? All right. So to recap, how could you boost the conversion of your customer or your conversion within our psychology? Apply processing fluency. Simple information is better processed. And it's not with processing fluency. It's not about text has to be short. But text, for instance, has to be easy to read. So don't use long sentences. Keep your sentences short. Use easy words. Don't try to throw too much difficult words in one paragraph. It's not about shortness. It's about simplicity. Framing, draw different conclusions from the same information. That was the WooCommerce versus Magento. They do the same. But you could draw different conclusions from the same information. Magento could be this. WooCommerce could be that. But are they really? The peak end rule. That was the IKEA rule. The hot dog at the end. The cover that you find after the long walk. So it's not about the complete experience. It's about the average of the peaks and how it ended. The default effect. We tend to favor the default options. We have a lazy brain. So if the choice is arbitrary, we prefer to go for the one that was already selected. And the endowment effect. If we already have something with the payment solutions we have to pay off. You have received the product. Returns decrease. People rather keep it before. They have to pay. When they receive it before that, they have to pay. Then when they have to pay first and then receive it later. Endomer exposure effect. That run an ad campaign about awareness. Make sure that your customer has regular awareness campaigns running. Offer them email automation so that the familiarity and the positivity with that brand increases. That's it. Any questions? Start with applause. There must be questions. Do you want to share? I'm sure you have discussed the issue of ethics frequently. It is on our blog. I would like to get your view on that because there are obviously pitfalls I might say. Could you add anything to your view? What's the question? Maybe I can hear from the question. Of course the range of static is actually in relation to this environment. For example, if you make things as easy as you say it's stupid. That's exciting to me because that's smart.  They become mere consumers. But obviously we do want the easiest experience for your conversion. There are many other tension fields that are by neuroscience. Could you give me your view on how you might try to balance?  That's one of the things. I also get more informed by neuroscience. I don't want to give my opinion. I would like to get your opinion. I'm interested in your opinion. You know your own opinion already, right? Yeah, I do. I think to start with the ethics is it ethical neuro marketing? I think that could be one of your first questions. Is marketing ethical? We had a talk before the break. Basically we are not doing anything differently. The only thing that we're doing is telling you why something works. With marketing people know that something works. So you know that doing this results in that. And we only give you the why. Why does something work? Is that unethical? I don't think so. We're not... I can't force you even if I put best neuro marketing effort in. I can't force you to buy anything that you don't want. I can't sell you a green car right now. Because you're not looking for that product. What we tend to do is that we make the choice of is there a product-customer fit easier for the customer. And also for the company itself we make it easier for them to decide does this customer fit into my target audience. So we are not... It's not magic what that we're doing. It's basically that we are we know the why of marketing methods. And that's what we are applying. So for us it's more we decide which tactic we are going to use because we can make an estimation of what works best in this situation. Does that answer your question? Is it a start? Thank you. Yeah, I'm very impressed by the quality of the presentation. Thank you. Yeah, I did. The question is there are several tricks that I applied. Did I apply any neuro marketing to my presentation? Yes, I did. How many would you be recognized? How many would be my next question? How many did you... I recognize the exposure effects. I mean neurofibers remain many splices between neurofibers. And more of I like to keep and do because the last examples were more interesting than her. Of course, me. That's the quality of the presentation. Yeah. I think that we applied exactly plastic fluency because and it's not because we want to apply it, but I want this to be as easy for you to consume as possible because I want that if you walk out that door that you've learned at least two things and I can improve those chances by making it more easier for you.  It's still pretty heavy stuff that I talked today, but I made it easier for you. So I applied plastic fluency regarding the logos. You might have noticed that sometimes they were on the left, sometimes they were on the right. Could you correct me? It's not bizarre in this effect, right? What was the slight logo changes? There is, if you notice subconsciously if there are changes something. So your attention was subconsciously drawn to our logo. There is this is Nijmegen that you see in the background. So that's familiarity. The opening slide was exactly the color scheme of wordcam Nijmegen. So yeah, I applied some tricks, but it was not to trick you. It was to make it feel you more at home. To make it easier to consume this information. Yeah, but I also like to do this. I also like to improve the camera because I come from a graphical background and you have to solve theory like how you apply images and stuff like that to make it easier for people to read how to write and stuff like that. So does this sort of like match yours? And another thing before I assume you feel like you can code a program, wouldn't you do this? So maybe they seem to do a cinema? Is that a true story? No, it's we actually have a blog post on our website about the Coca-Cola subliminal messaging. Is the correct wording? It's 1940-50. I think it's 48, but I'm not sure. It could be 52. There was one researcher that showed the Coca-Cola logo in between your movies. So there was a frame of the film, Coca-Cola frame of the film. So you could see unconsciously you could register the Coca-Cola logo. He told everybody that sales increased with 52 and 48%. He also had popcorn in the same movie. But in the end it turned out to be as fake as possible. So if you feel like drinking a beer, that's possible because I showed a Dutch beer brand. But no, no Coca-Cola. Any other questions? I have one raised hand. Which beer brand did you show? Because I didn't see it. It was a green with white and red something beer brand. But that's another drink. Exactly. So the question is could you apply the peak angle to text? Yes you can. Can I give you an example? Right now it's pretty difficult. But you can extract a sentence down to what's most important. What's something that you want to tell and how do you want to end? So you could change the order of words for instance. Sometimes you want the most important part to be at the front of the sentence. So that could be your peak. And then you make sure that here is the peak and you want to end positively for instance. So that's how you could apply the peak and end positively for instance. But it's a difficult one and we tried to do it but it takes us three brains at the office to really put the peak angle into one sentence. Yeah. Yeah. I'm afraid you run out of time. No I saw one question. I'm going to ask you to see if I understand correctly because I think what you can do is you can say well yeah I could help with that but it's going to cost more but it's going to cost more but I can definitely help with that. Yeah so there's an example and the example I'm going to repeat it it is costly but I can help you with that. It's going to cost more but I can help you with that or I can help you with that it's going to cost more whether that's an application of the peak Andrew and it's close. And so what you want to highlight is it about the cost or is it about you helping them and so yeah it's close. Thank you. Are you going to apply for the program? Yeah please please put all your stickers on our week. If you want more about neuro marketing put stickers on his application. We have a live performance. I'd love to do a live analysis of several websites if you have any stickers left please put them on. So big applause for Ava again.


Hello, everyone. Good afternoon. Today, my topic is empowering cloud-native networking with ARM ecosystem. And my partner, Han Yu-Ding from China Mobile would also give a talk in this session. Now, I will start this session. Thank you. Firstly, I would like to give out the agenda for today. And firstly, introduction for our today's topic. And the second one would be reference cloud-native networking stack on ARM. The third one would be high-performance container networking interfaces for cloud-native networking on ARM. And the fourth one would be the multi-interface requirement with ISRV support on ARM. The fifth one would be to give out some performance test results for various container interfaces on ARM. And the sixth item would be cloud-native networking use cases and deployment on ARM. And our last one would be our future work. Firstly, I would like to talk about what is cloud-native networking. Cloud-native computing means to use containerized open-source software stack, where each part of the app is packaged into its own container dynamically orchestrated so that each part is actively scheduled and managed to optimize your source utilization. Cloud-native networking is an approach to provide the networking environment for building and running applications that exploit the advantages of the cloud computing delivery model. So high-performance, flexible, and function-rich container networking technology is the key to the success of cloud-native computing. For various CNIs, and emerged today is to support cloud-native networking. CNI is a CN's cloud-native computing foundation project. It consists of specification libraries for writing plugins to configure cloud-native interfaces in Linux containers along with a number of supported plugins. And CNI follows the Kubernetes networking model on native computing with ARM. ARM originally joined the Linux foundation 10 years ago and joined CNCF as a golden member in February 2019 and upgraded to a platinum member on November 2019. And ARM is already a key player in tele-concentric organizations such as Telecon Infra Project, DPTK, FIDL, and the Linux Foundation's Ocarina Project. And ARM provided ARM-news, the foundation for the 5G cloud-to-edge infrastructure. And ARM is actively engaged with the cloud-native software ecosystem to deliver optimized stacks. So DevOps teams can port and run codes and applications on ARM-based solutions. ARM provides a new-world platform to support the cloud-to-edge computing. For example, currently, the ARM N1 platform provides a very high-performance scale, high-performance support for the cloud-to-edge computing. And for the next generation, an N1 platform provides 60% performance uplift from the original A72 ARM cores. And for the next generation, for 2021, the next generation N2 platform, we named it as Perseus and performance with semiconductor technology from 7nm to 5nm. And for the ARM-news N2 platform, we provide a good cloud-to-edge efficiencies. For the cloud data centers, we provide 32 to 192 cores, which has a very high, rather high performance, but with very high core count, high power consumption for cloud CPUs. For the middle core, for the Edge use cases and the 5G use cases, we provide the middle core count with 12 to 36 cores and with a million TDP, million power consumption for the 5G and 2 Edge and something like switches and smart CPUs. For the no-end Edge devices for the 5G or other Edge devices, we provide very low core count, low power for the gateway and route CPUs. So this N-series platform scalability scale views the performance requirements for each use cases. And actually, cloud workloads deserve dedicated costs for the hyper-threading one data center and the threat performance will win the cloud with more and more high-performance cores, high-performance cores, high-performance threads. Now, the enabling friction is cloud native development experience from a various open-source software projects such as from the workloads such as they now would actually give the third one set apart is a reference cloud native networking stack on ARM. In this reference cloud native networking stack, we would use the hardware acceleration from SmartNIC or integrated accelerators with SmartNIC. And from there, we will use the operating system network, we will provide real-time Linux distribution, real-time Linux and SRV and DBTK support. From the orchestration layer, we would provide the Kubernetes X orchestration for the containers and containerized installers and restocker and other things like that. From the networking into software, we would provide VPP, OVS, and a Linux system networking with EBPF support. And for the containerized working, they for nano-calico-syllium with EBPF and continue with VPP with DBTK support and OVN Kubernetes with OVS support, we would also be provided. And at the high level, we would provide the Kubernetes networking abstraction, which provides load balance, policy, high availability, DNS life cycle, external IPs, and securities. And for all the services provided, it would be like something like CNCF service mesh, package management, CI CD, and others. We would like to support 5G network functions, MAC, and other web-based microservices. So, we would like to talk about the core of this cloud-native networking stack is to the supporting network technologies. For layer 2, we would use Linux Ethernet driver bridge, DBTK virtual switching, all things like that. And for layer 3, there would be IP tables. And for layer 3, there will also be overlay tunnel for IP IP VX line and the VHRE and other IP tunnels, other IP-based tunnels. For layer 2 and 3, for the layer 2, 3 technologies, the most important one would be the kernel JIT, which is EBPF, E-BPF, Berkeley Packet Field, enhanced. It should provide programs, maps, registers, hyper-functions, all things like that to support the hyper-performance service-oriented, lower support in the kernel. And for on the layer L7, we would apply the HTTP proxy for the onY-based HTTP proxy. And this is the reference cloud-native networking stack provided on ARM. Now, we would like to talk something about the hyper-performance container networking interfaces for the container networking, cloud-native networking on ARM. Actually, the hyper-performance container interface is available for ARM. There is a lot of support for the hyper-performance container networking interfaces on ARM. And we would like to, here, we would like to give a brief introduction from our IEC reference stack. IEC reference, which is from Ocarina IEC footprint, which is provided and integrated into IEC repo. And I had to give out the links. If you are interested in this one, you could check out this CNI. The first one would be Calico. Calico is a pure IP networking-based and there is high-level network policy management by IP tables. It provides good scalability and support direct and overlay network collection and easy deployment. And the second one would be Silian, which is a very popular networking support, container networking support today, which uses Linux EBPF based on network policy, load balance, and security, which is believed to be with incredible performance and air-series networking between hosts with good scalability, too. And Cloud Continue VVP, which uses FIDL VVP to provide a network collectivity bidding board and which uses native DBTK interface support for physical nick. And for OVN Kubernetes, it is OVN control-based Kubernetes networking solution, rather good performance with OVN integrity, and uses OVN logical switches and routers to collect ports for outside access. For the SRV physical interface support, we provide Mata's with SRV CNIs, which provides direct physical interfaces for PF-VF support for ports, and which is high-performance with direct Linux kernel Ethernet driver or DBTK PMD driver. And it usually co-work with other CNIs, such as FNANL, Calico, by Mata's, and other glue CNIs. And the last one would be the widely used FNANL used, which eases the deployment for simple Kubernetes networking, which uses Linux Network Bridge for port communication and overlay-based communication for in-host access. So if you are interested in all these CNIs, you could find them on ARM, you could find them in the IAC repo in Ocarino. Here, I would like to give a brief introduction about the status of CNIs on ARM platform and our contributions, which is only a very small part of it. Now, I would like to talk something about the multi-interface requirement with our VN smart nick support on ARM. Here is a multiple interface support by SRV CNI. Usually, we provide a legacy FNANL and Calico plug-in for all the ports as a default CNI. And optionally, the user wants to use a high-performance interface in their port. So we provide the SRV CNI plug-in to provide the second interface. And the second interface would be the physical interface provided by the physical nick, which may be a VF or PF of a physical nick. Here, we provide this SRV support to the port with a smart nick, which is from Broadcom. Here is the right part provided by the resource configuration for the VF nick. For example, for the SRV interfaces from Broadcom, from this Broadcom smart nick, we provide the drivers, you know, BNXT, Ethernet driver, and we provide a description about this driver and about these things. So the system will discover all the related virtual functions interfaces here. And if we want to provide the DBTK device drivers, we would like to use the DBTK drivers, which we have our PCI here with a physical nick by Intel. Here is a network attachment, the definition for the resource SRVnet, which would be used in a port description and provide the IPAM support, IPAM for the IP address allocation for the port. For example, if we want to provide SRV interface into a port besides original Laxif Nano or Calico interface, we provide to provide a description, a notation here for the SRVnet1 and we provide the resource request here for ARM.com PS22, here is 2225 SRVnet1, which is one and one resource. So it will provide the one SRV interface into the port with this port. Here is the networking model for containers in a single host by SRVCNI and we provide the SRVCNI by SmartTik PS 225 with a single PF, but with two different VFs and it is collected by different VFs, but in a single host. For the interhost communication with other hosts, we also could use the SRVCNI plugin, which would provide the VF support to the outside world with the SRV interface for the second host. Here you can see this port can communicate with another host with the SRV interface with EMP9S0 to the SmartTik VF0 and to the outside world, to the outside host. So we had done some performance tests for the various container interfaces on ARM platform. And the first one would be here we would provide the performance tests for different CNIs with different back-end pick-end support. For example, we had tested the Calico with IPIP tunnel and the Calico with direct routing and the Pheneno with IPIP tunnel, Pheneno with VXLAN tunnel, VXLAN tunnel and CDM with VXLAN tunnel. For example, we get the results as follows. The initial observation for the TCP performance over different CNIs we got is for example, we get to know the performance gap between CNIs are not so explicit when overlay tunnel is used. And the Calico and Pheneno show a little bit better performance than CDM for most MQs here. And this IPIP with VXLAN overlay tunnel enabled the large MQ size throughput performance is better. And when use direct routing, the throughput performance is not significantly affected by MQ size. Here as the time is limited, I would talk too much about the results. You could check the details by yourself in this slide lately. And a very interesting result here is that we had done some HTTP performance benchmarking for CNIs with various back-ends. Here is the HTTP to host to service HTTP performance which is provided by Kubernetes for different around different CNIs. 10 gigabit collection but with a line gigabit performance result with the increase of the threads we used in the approved test. Here I would like to say something about the service mesh on ARM. Service mesh, service mesh is the communication layer in a microservice setup. All request to and from each other services goes through the mesh. Also long as infrastructure layer in a microservice setup, the service mesh makes communication bidding services reliable and secure. For the control plane, we use the Istio and which is composed of the mixer, which is for policy enforcement and telemetry checks. This is a pilot for service communication policies configuration gallery, control plane configuration, and C-Tedal, C-Dedal, security and credential management. And from the data plane, we use Envoy, which has the HTTP proxy for the high-performance proxy developed in C++. Envoy provides a lot of services such as service security discovery, such as rate limit, such as rate limit, and for the L7 field, L7 field, and advanced load balancing and all things like that. And we provided a Istio use cases for the Istio booking for example on ARM. We had deployed this Istio example on ARM with ARM platform with the product page, rate page reviews on the ports. And Envoy works here, works as a set card to each port, which supports the microservice architecture for the access data flow for the different accesses. Now, Hanyu Ding from China Mobile would talk something about the use case which in China Mobile provided for the ARM platform. As we all know, the cloud-native technical will promote 5G services in China Mobile to be more flexible and convenient. The virtual machine-based orchestration is transformed into container and component-based orchestration. The gradual precipitation of operator capabilities will further enhance business creativity and flexible ability. In recent years, China Mobile has actively invested in the open-source field of edge computing. And China Mobile has been elected to the acrylonal community, technical committee, and have actively led many edge-cloud blueprint projects in acrylonal. So I will introduce some use cases in China Mobile. China Mobile and its partners joined the initial and to be the PTL as the two acrylonal projects, which have successfully released the R3 version of the community. The first is about the cloud-native applications on ARM server in H. This project mainly provides the end-to-end Android application solutions around the Android cloud gaming scenarios. The cloud gaming is one of the key vertical industrial applications of 5G edge computing in China Mobile. It mainly deploys cloud-game rendering and editing at node and some decoding storage, some other functions. The project will provide the Android cloud-native running environment under the ARM architecture for mobile terminal applications at the age. And it also will reduce the difficulty of deployment and the development of applications on the edge cloud and reduce the deployment cost of Android edge cloud. Next, the second project is about the SmartNate. The R3 version of the integrated edge cloud type 5 blueprint released for the first time the OVS offload reference implementation of the blue field network and card based on the SOC architecture. And it also merged into the acrylonal community R3 version. The first release of this project is based on the ARM SOC architecture and OVS DPDT is unloaded to the smart network card, which can enhance the support performance of edge network VPC, reduce the patched loss rate and enhance the management of network card resources to save more computing resources. In the future, the performance of 5G UPF network elements deployed in the edge cloud data center in China Mobile can also be enhanced by realizing the uninstallation function of network card. So, China Mobile is willing to further promote the maturity, business innovation of the cloud native computing through the active exploration and practice in the field of cloud native and edge computing open source. And we are willing to create a win-win cloud native computing ecosystem. Thank you. Okay. And I support the enhancement on our platform. And for example, for CICD performs a future comparison. And we'd like to give some performance optimization of overlay tunnel communication on our platform and the further use cases and deployments about the cloud native networking on our platform. For example, AR VR 5G Mac and service match integration with high-performance AI such as CDM proxy and a father DPDK incorporated container networking usage model and a performance evaluation and father CI for high-performance AI. Here is some references used in today's topic. Use is in today's topic. And thank you all for today for attending this meeting. Bye bye.