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