Slogan or Strategy?

Issue: Summer 2006

While the phrase and concept for "shock and awe" were invented over a decade ago, it was not until the start of Operation Iraqi Freedom on March 19, 2003, that the term gained its veritable 15 minutes of fame. As the inventor of the phrase and the co-chairman of a group of retired senior military and former civilian defense officials responsible for creating the construct, the brief attention was both an interesting and frustrating moment. With bombs and Tomahawk cruise missiles raining down on Baghdad and other targets in Iraq, the Pentagon announced that a campaign of "shock and awe" was being waged against Saddam Hussein and the Iraqi army.

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