Overcoming Resistance: Developing an Influence Strategy for the Joint Force Commander
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... torate for Information Operations and Reports (0704-0188), 1215 Jefferson Davis Highway, Suite 1204, Arlington, VA 22202-4302. Respondents should be aware that notwithstanding any other provision of law, no person shall be subject to any penalty for failing to comply with a collection of information if it does not display a currently valid OMB control number. PLEASE DO NOT RETURN YOUR FORM TO THE ABOVE ADDRESS. means and not necessarily mandatory to achieve this objective. To save the precious resources of blood and treasure and to assure the continuance of policy, United States military commanders should focus their attention on overcoming the enemy's will to resist through effective influence operations. This monograph examines communication theory as it relates to an influence strategy and conducts a comparative research analysis of political campaign and marketing models. By comparing the major aspects of both these models, appropriate aspects of influence activities can be identified for use by the joint forces integrated into the assessment, planning and execution functions of the command. By using the proven methods of political campaigns and business marketing, the Joint Force Commander can efficiently confront the problems of contemporary conflicts and establish effective strategies for the future. This monograph makes recommendations that cover changes to how the Joint Force Commander and staff assess the environment, synchronize their current capabilities, change their operating concepts and incorporate the proven principles to overcome resistance to an idea.