The Business Approach to War

One of the criticisms of the Bush Administration in general and former Secy. of Defense Rumsfeld in particular, is that they approach military affairs with a business mindset. So, for instance, having ample forces in reserve, from a business point of view is an unnecessary cost, and so that they won't do.

This mindset can produce comedy such as:

"The key to boosting the image and effectiveness of U.S. military operations around the world involves "shaping" both the product and the marketplace, and then establishing a brand identity that places what you are selling in a positive light, said clinical psychologist Todd C. Helmus, the author of "Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation." The 211-page study, for which the U.S. Joint Forces Command paid the Rand Corp. $400,000, was released this week."

While not abandoning the more aggressive elements of warfare, the report suggested, a more attractive brand for the Iraqi people might have been "We will help you." [...]

In an urban insurgency, for example, civilians can help identify enemy infiltrators and otherwise assist U.S. forces. They are less likely to help, the study says, when they become "collateral damage" in U.S. attacks, have their doors broken down or are shot at checkpoints because they do not speak English. Cultural connections -- seeking out the local head man when entering a neighborhood, looking someone in the eye when offering a friendly wave -- are key."