Beat them to the punch

Fascinating episode of the Pineland Underground featuring former Senior Enlisted Advisor to the Chairman of the Joint Chiefs of Staff (SEAC) John Wayne Troxell.

Lots of interesting takes from the former SEAC on messaging, the role of social media in the modern military (both good and bad), and choosing whether to be an enabler or an agitator in retirement.

What I found particularly interesting was his vignette early in the episode about the E-Tool incident.

Somehow, I missed all that at the time.

While that story is interesting as it stands, I found the behind-the-scenes discussion about it especially compelling.

While visiting troops and making comments suggesting the E-Tool could be used as a non-standard weapon in the fight against ISIS (it absolutely can), a reporter who heard the remarks and took offense told him that he was going to make them public.

So I called up my trusty Public Affairs guy… and I said this reporter is going to go public with this and he said “Well let’s beat him to the punch.”

SEAC(R) John Wayne Troxell, Pineland Underground Podcast ~6:45

So, a picture of the CSM holding an E-Tool with a defeat ISIS message was put together and shared on social media. And of course, like all effective messaging, it garnered strong opinions, some in support, some against.

It’s another example of the importance of getting to the story first. Framing matters. And being shy in the information space can easily put you on the defensive.

What makes these types of efforts successful? A supportive chain of command that is willing to accept failure. And if there are failures, learn from them and move on. Leaders get timid in the information space when they believe that one errant move can implode a mission, a team, or a career.

We’re willing to send them up that hill or around that corner or into that breach, fully knowing the potential outcomes. We can’t continuously lament that we’re “getting our asses kicked” in the information environment while simultaneously eating ourselves alive whenever something we put out there actually does well.


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