What is when he starts using we and us?

As an AI language model, I do not have further context about who "he" refers to. However, generically speaking, the use of "we" and "us" typically indicates a shift towards a more inclusive and collaborative approach. This can happen when someone wants to emphasize the importance of working together and promoting collective efforts. It can also signify a shift towards a more communal identity, which may occur in situations where a person is joining a new group or trying to build a bond with an existing team. Ultimately, the use of "we" and "us" can be a powerful way to build connections and foster cooperation, both in personal and professional contexts.