Brigadoon Weekend
Your weekly dose of the emerging issues + independent thinkers shaping commerce + culture
November 27, 2021
Ross Rant:
Soft power.
Joseph Nye coined the term soft power in the late 1980s.
Simply put, soft power is a nation's ability to persuade others to do what it wants without force or coercion.
Nye states the world's most successful nations need both hard and soft power -- the ability to coerce others as well as the ability to shape their long-term attitudes and preferences.
Nye initially set out three primary sources of soft power: political values, culture, and foreign policy.
Traditionally, power in international relations is easily measurable metrics in inflexible terms - think military and economic might.
Soft power makes use of tactics that are often hard to measure, can take years to bear fruit, and aren't as sexy as a nuclear-powered aircraft carrier.
But today, soft power matters more than ever and shuns carrots and sticks.
Soft power succeeds in building relationships, using communications and storytelling, operating under universal international rules, and harnessing a nation's unique resources that make a country attractive to the greater world.
The United States can undoubtedly dominate others through money and might, but America has excelled in using soft power.
From companies like Apple, foundations like Charity Water, universities like Stanford, to sports leagues like the National Basketball Association, America is a soft power hothouse.
When I read about the Thucydides Trap leading the US and China down a path to increased competition and possibly even war, I think no.
If the US can't succeed with Walt Disney World, Levi's, Tesla, Harvard, Serena Williams, Coca-Cola, Run DMC, Kelly Slater, and Detroit-style pizza, then what are we doing?
Sitting in London Heathrow a few years back, I was observing a family from Norway. The kids dressed in Under Armour, the parents were wearing smart casuals from the GAP, and the entire crew was teched-out in designed-in California Apple swag.
It was the all-American family living in Oslo.
US culture and aspirations have been influential in helping the US government secure partners and enhance alliances.
Sure there are limits of soft power: it tends to have diffuse effects like jello, and sometimes it is not skillfully wielded to achieve specific outcomes.
However, US economic success and security hinges as much on winning hearts and minds as it does on winning wars.
Plus, with more of the world easily accessed by trans-continental flights and the internet, countries like Germany, Canada, South Korea, India, and China are all using the same tools and tactics to improve their strength and influence.
Game on.
-Marc
Weekend Reads:
With China, a ‘Cold War’ analogy is lazy and dangerous
Joseph S. Nye Jr.
+ Nye coined the term “soft power” in 1989 and is a professor @ Harvard University
Britain should harness the soft power of James Bond
Alec Marsh
Tour de France soft power: Around 3.5 billion people tune in to watch the Tour each year during the weeks of coverage, in 190 countries, making it the third-largest sporting event in the world.
How Qatar uses soft power to conquer the world: Qatar has recognized the need to secure its position on the global stage by courting the West and investing in sports. But its rights record could undermine its chance to conquer the heart of the international community.
DW
Soft Power by Robert Winder review — Max Hastings on a new method of global dominance: The way to influence the world is with fizzy drinks and pop music, not military might.
The Times
Monocle's annual soft power survey judges which nations’ soft-power strengths make the grade. Top ten are listed below and the full article is here.
Top 10:
1. Germany
2. South Korea
3. France
4. Japan
5. Taiwan
6. Switzerland
7. New Zealand
8. Sweden
9. Greece
10. Canada
Swiss flair: Megan Gibson writes, when it comes to money and diplomacy, Switzerland is an influential global player. But do other aspects of the national brand suit a broader international role? We asked seven of its best about what the future holds.
Monocle
The growth of soft power in the world’s largest democracy: Isha Prakash writes, in a country with such a vast history as well as such rich culture, heritage, and traditions- the Government of India recognizes and acknowledges the soft power potential. Hence, with just a little effort- this can be utilized optimally to boost international influence.
Modern Diplomacy
Hollywood is running out of villains: Kal Raustiala writes what sets the United States apart from the rest of the world is and has always been its soft power. The Soviets may have equaled the Americans in nuclear capability, but they could never rival the appeal of the “American way of life.” And even as China tries to spread its culture across the globe, its rise tends to inspire more trepidation than admiration.
Foreign Affairs
Brigadoon Reads:
Soft Power: The Means To Success In World Politics by Joseph Nye
Why Nations Fail: The Origins of Power, Prosperity, and Poverty by Daron Acemoglu + James A. Robinson
The Big Stick: The Limits of Soft Power and the Necessity of Military Force by Eliot A. Cohen
Soft Power: The New Great Game for Global Dominance by Robert Winder
The World America Made by Robert Kagan
Brigadoon Events:
Brigadoon Workshop: World 2022 | 7 Elections + 7 Topics
Marc Ross | Global Communications Strategist + CEO Advisor
Wednesday, December 8, 2021 | 12:00 - 2:00 pm ET
$150 - $300
In-person, Virtual, or On-demand
Sign up here.
Brigadoon Workshop: Communications 2022 | Strategy + Tactics
Marc Ross | Global Communications Strategist + CEO Advisor
Thursday, December 9, 2021 | 12:00 - 2:00 pm ET
$50 - $125
In-person, Virtual, or On-demand
Sign up here.
Brigadoon Monthly Call: Train yourself to be more creative
Major Tom Gaines + Dr. Angus Fletcher
Wednesday, December 15, 2021 | 2:00 - 2:45 pm ET
$15 - $45
Google Meet live or On-demand
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Brigadoon Deck | Q4 2021
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Have a great weekend.
-Marc
Marc A. Ross | Founder + Chief Curator @ Brigadoon
Brigadoon is Global Street Smarts.
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