Four ways of seeing

When the US and Britain invaded Iraq in 2003, they promised ordinary Iraqis that life would get better after Saddam. But as one US commander, Colonel Ralph Baker, found:

“The concept of ‘better’ proved to be a terrible cultural misperception on our part because we, the liberators, equated better with not being ruled by a brutal dictator. In contrast, a better life for Iraqis implied consistent, reliable electricity, food, medical care, jobs, and safety from criminals and political thugs.”

Whether you’re launching an invasion or a new product, this tool helps you check assumptions about the people you’re aiming at.

Watch this video

Download this worksheet

Credit: this is based on a tool in the Red Team Handbook (for military planners) produced by the University of Foreign Military and Cultural Studies