Thursday, May 24, 2007

How Advertising Runs the World, part 1 of Infinity

Wired: How should we think about Google today?

[Eric Schmidt, CEO of Google]: Think of it first as an advertising system. Then as an end-user system -- Google Apps. A third way to think of Google is as a giant supercomputer. And a fourth way is to think of it as a social phenomenon involving the company, the people, the brand, the mission, the values -- all that kind of stuff.

from the May 2007 issue of Wired magazine.

"We are in the business of monetizing our services through advertising." - Marco Boerries, Executive Vice President, Connected Life Division , Yahoo! Inc.

at TIECon 2007, discussing how Yahoo! plans to make money from its emerging suite of mobile services.

Stating nothing but the obvious, but it is interesting to hear how two of the most exciting, fun, and revolutionary companies of the past ten years view themselves. Yes, both Google and Yahoo! have been on the forefront of innovating new products and business models, and continue to either build, acquire, or incubate cool new products seemingly every quarter. But at their core, and certainly at the core of their revenue streams, they each understand themselves in clear terms: as effective channels for delivering ad content to consumers.

No news here, and my purpose is only to set the table for a series of future posts exploring my love/hate for the advertising industry (where $150 billion a year is spent, annually, in the United States alone). Some of the questions I am looking to pursue:

- Are the metrics and core theses for advertising (from impressions to purchases, from direct marketing response rates to brand value) well grounded in data? Still valid as advertising finds new mediums and channels, like the Internet? Do those questions matter? [In short, No, no, and no].
- Can advertising be art? Is this redeeming?
- What are the real insights in how Google (and, to a lesser extent, Yahoo) have brought advertising to the internet?
- Is advertising an effective medium for achieving non-commercial goals?
- What happens to advertising in a world where content becomes increasingly diversified?

My admitted biases are that I enjoy advertising (when it is used to create campaigns that are artful, funny, or cool), that I think advertising can be highly successful (when it creates a meaningful brand or transparently puts meaningful product data in front of consumers), that I think advertising is generally deceptive, dishonest, unimaginative, base, and boring, that I think advertising is increasingly ineffective (who even looks at banner ads? or watches ads on TV?), that the need to circumvent the disdain that consumers have for ads, in terms of interrupting their consumption of media, will have few positive and numerous negative consequences. And so on and so on.

What I'd love to hear from you are any perspectives or questions that you'd like me to consider as I start thinking more closely about advertising, and more helpful to me, any interesting data points or analyses that you could send my way. Dear readers. All four of you.

Wanting Less, Needing More

I spent the weekend in Santa Clara, attending TIECon 2007. TIECon is the annual conference of The Indus Entrepreneurs (TIE), a global networking association primarily for technology entrepreneurs from the South Asian diaspora. Due largely to the success that Indian entrepreneurs (I'll use Indian as politically insensitive shorthand for South Asian) have had, and particularly in Silicon Valley, the conference was able to host panels and keynotes comprised of a who's who of Silicon Valley tech all-stars, including Marc Benioff of Salesforce.com, Vinod Khosla of KPCB and Khosla Ventures, Matt Cohler of Facebook.com, Meg Whitman of eBay, etc., etc.

While I wasn't able to attend the conference wire-to-wire, I did sit in on a number of keynotes and panels, mostly choosing to focus on mobile and alternative energy. Lots of interesting stuff I'll deep-dive into further in future posts.

Among the notable trends was the excitement and focus that the conference paid to opportunities in alternative technologies, including a keynote by Vinod Khosla touting biofuels and solar thermal arrays (see slides here) and a panel moderated by Ajit Nazre of KPCB in which a number of exciting green technologies were discussed, including representatives from NanoSolar, Amyris Biotechnologies, and Tesla Motors.

The panel was of particular interest to me, as it brought together five very prominent entrepreneurs who are actively trying to build successful companies in the alternative energy space. I was pleased to hear a well-moderated and very candid and thoughtful exchange which highlighted the difficulties of innovating in the clean tech space (due to long cycles of innovation vis-a-vis information technologies, up-front sunken investments in excess of $20-30M to get a business of the ground, and uncertainties in both technology innovation and the structure of the marketplace), the interplay between technology and entrepreneurial drivers of innovation and the important role of policy in helping to internalize external costs and create the transparent prices and costs in the market, and the passion and moral perspective that many of the entrepreneurs brought to their ventures, above and beyond their belief that an open market opportunity existed, on which they could capitalize.

All of this was very exciting to hear, but one consistent and vexing problem always remains unaddressed when business people discuss potential solutions to environmental concerns. The problem arises because innovation, either in core technologies or in business processes, when driven by entrepreneurs, requires a market in which demand, and strong demand, exists. Demand for their products, be they energy, new housing materials, alternative vehicles, or whatever, is necessary in order to create and sustain a market-driven engine for innovation.

And while this is not inherently bad, and in general, most likely an accurate reflection of a consumerist society, it fails to leave much of an opportunity for the idea that consuming may be a key factor in addressing environmental problems. Consuming less is not, in general, an outcome that is well-supported by markets, by capitalist systems, or by entrepreneurial societies. Consuming less then becomes an ethical question, relegated to academia and the fuzzy world of non-profits. The question that I am left with, then, is how to inject this thought into the entrepreneurial debate. Can it be a part of the conversation? And if so, at whom should the question of Should we consume less? be aimed?

Would be interested if any other folks had thoughts on this, and I will try to uncover some better examples of how the ethic of consuming modestly has been injected into commercial discussions successfully. Until then, the best I can leave you with is Bill McDonough's excellent Cradle to Cradle, which should be read by all business students, in my opinion.

Monday, May 7, 2007

It Ain't Easy Being Green

My Indulgent Lifestyle
The world is going to shit, and I'm part of the problem. There's no doubt about it. I'd like to think I'm part of the solution, but it's just not realistic. Consider: If everybody in the world lived a lifestyle like I do (small, walk-up apartment in New York, no car, subway to work everyday, modest consumption of convenience goods), it would take over 6 planets to sustain our resource needs.

This assessment courtesy of the Ecological Footprint assessment quiz, available from MyFootprint.org. The quiz, which takes less than 10 minutes to complete, helps evaluate what the environmental impact of your lifestyle and consumption habits, captured by the Ecological Footprint indicator. If you've got a second, take the quiz, and then come back and read on.

A Little About the Ecological Footprint
Ecological Footprinting is a methodology of evaluating how big an impact each individual has on the earth (it is also useful for measuring impact for other "units" like cities, companies, and nations), in a set of simple and discrete composite indicators. Based on principles of resource accounting and material flows through systems, Ecological Footprints (EF) try to estimate the impact that each and every individual has on the global environment, specifically in terms of resource use. Initially developed by Dr. Mathis Wackernagel as a PhD thesis, and later refined at Redefining Progress and currently the Global Footprint Network, Ecological Footprints have been widely employed as a tool for helping people (students, concerned community members, business people, government leaders) better understand exactly how resource-intensive our lifestyles can be. While the EF can help you better conceptualize your environmental impact, it is even more beneficial in helping you understand how you might reduce your impact -- by making discrete (though rarely insignificant) changes in your life.

The EF is a great heuristic tool, and among other things, helps set a common standard measure to help judge whether you are doing better or worse in terms of environmental impact over time. That said, it should be noted that Ecological Footprinting is a very imprecise science, reducing and generalizing complex ecological concepts for the sake of comprehensibility. Additionally, the methodology, particularly as it is expressed in simple quizzes, cannot account for every variable in a person's impact on the environment. For example, the Ecological Footprint does a poor job accounting for the impact of persistent toxins in the environment - materials which, once entering an ecosystem, cannot be absorbed and processed by the ecosystem. Similarly, any given EF is a snapshot in time, and will not account for improvements in technology that may make it more efficient to extract resources from nature and process them into the goods or services you consume. To learn a bit more about the methodology itself, see the Global Footprint Network.

As a quick point of disclosure, I spent four months working on the first Ecological Footprinting quizzes while a research assistant at Redefining Progress in 1999.

What My Ecological Footprint Tells Me
I find the best way to take value from the EF quizzes is to first complete the quiz as faithfully as possible, and then go back to the quiz and vary your responses, in order to find out what aspects of your lifestyle have the greatest impact on your Ecological Footprint. In my case, my base EF was a whopping 29 acres -- much bigger than the half-acre lot I grew up on, with its little vegetable plot in the backyard.

So what about my lifestyle causes this impact? There are a few discernible factors:
  • I eat meat fairly regularly. Meat is an energy and resource intensive food to raise, process, and deliver to market, particularly when compared to a diet consisting of less meat and more grains and vegetables.
  • I live alone. While I don't have a particularly large apartment, living by myself does proportionally increase my share of household related impacts (electricity and water consumption, household waste) when contrasted with multi-person households.
  • I travel, by plane, a lot. For both work and pleasure, I travel. Not surprisingly, the environmental cost of air travel is quite significant (think about the equivalent fuel you might consume driving to all of the same destinations to which you fly).
What, then, is good about my lifestyle? Well, when your EF is 29, not a ton. But some positives include:
  • Commuting via mass transportation and foot. The shared energy burden that public transportation allows can greatly reduce your footprint, and, of course, biking and walking are the most efficient ways of getting from point A to point B.
  • Living in a big city. Although this isn't well captured in the MyFootprint quiz, living in urban centers can significantly reduce your environmental impact, when compared with living in the suburbs or in traditional houses not specifically retro-fitted to be environmentally friendly. In cities where residential and commercial uses are mixed, where public services are shared, and generally, efficiently distributed, individuals are able to consume a proportionally smaller share of resources.
  • Shopping smart and shopping less. Being aware and trying (although not always succeeding) to shop for products that are locally grown/made, to cut down on energy associated with transport, have minimal packaging, and generally, not buying a lot can help your impact profile.
Those modest good points aside, the average American has an Ecological Footprint of 24 acres per person, requiring 4.5 hypothetical planets to sustain this level of consumption, if we believe that everyone in the world is entitled to pursuing similar happiness. So what to do about it?

Lifestyle Choices
Already implicit, I would hope, in the EF quiz are changes that an individual can make to lower their total impact. Unfortunately, the choices are rarely as simple as "Paper versus Plastic." More often, these choices are much more core to major lifestyle decisions: where to live, what car to drive, what to eat, how big a house to own. While the choices aren't easy to make, the environmentally healthy choices are generally clear: live near where you work; walk, bike, or take public transport, if possible; buy hybrids and fuel-efficient cars instead of SUVs; eat locally grown food, with as little packaging as possible; eat meat as infrequently as possible; own a smaller house that is equipped with energy-efficient features.

Can You Be Green and Be Happy?
One of the unfortunate bugaboos of the environmental movement is that it is comprised of a bunch of dour, nay-saying party-poopers. The tendency to frame environmentally positive choices as being negative, in terms of requiring a person to make a sacrifice in the quality of their lifestyle, is another unfortunate hallmark of how people understand environmental decision-making. Many environmental choices, however, are net-positives in terms of quality of life, and should be framed as such: a diet richer in grains and vegetables will be healthier than a diet that is red meat-heavy; living closer to work means less commute time and more personal time; mixed use communities tend to be more vibrant and active than commuter suburbs.

That said, it would be naive to think that every environmentally positive decision will also make a person happy. And, of course, the lifestyle choices listed above will only work and last if they are in line with what is fulfilling to an individual in their life.

To read more about how to make personal lifestyle choices that are more green, see Slate.com's Green Challenge.

Personal Choices vs. Political Choices
Unfortunately, for most people living in the U.S., it is very difficult to live with modest environmental impact by making personal choices alone. Unless you are willing to put a good deal of effort in to making your house energy efficient, not drive much, and have good luck aligning your work life and personal life, chances are you'll end up a net-consumer of environmental resources. Certainly this will be true if you are an "average American."

What this requires, for those of us who care about the environment and sustainability, is to be active in advocating political and economic outcomes that can make it easier for everybody to be environmentally more responsible. Such political and economic choices might include promoting community development policies that focus on mixed-use communities, functional downtowns, and useful mass transit systems; supporting a locally-focused food economy and creating incentives for local business to provide good and services locally; buying and promoting alternative energies, including hybrid cars and cleaner energies from the power grid.

The list goes on, and I'll try to spend more time in later posts talking about both personal and political choices that can have a positive impact on the environment and quality of life. Of course, as someone with an EF of 29, I offer this not as preaching, but as part of my own quest to find a happy medium between choices that enrich my life and choices that are environmentally responsible.

How Many Friends Does Obama Have (on MySpace?)

Well, ENW sends me an interesting link this morning to techPresident, "a new group blog that covers how the 2008 presidential candidates are using the web, and vice versa, how content generated by voters is affecting the campaign."

So now we get a running commentary on the collision course of two of America's most narcissistic, frustrating, and illogical social phenomena: presidential politics and social media. Grrreat.

Actually, in addition to the somewhat funny, though certainly not irrelevant features you can find on techPresident, like the monthly change in MySpace friends of leading candidates (Clinton up 38%, Obama down 66%) and the Flickr ticker of candidate photostreams, there is quite a good bit of interesting commentary and anecdotes on how campaigns are using social media, to good effect and, well, less good. Worth a look.

Sunday, April 8, 2007

Good Future, Bad Future (Part 1 of Infinity)

"Among cultural intellectuals, pessimism is the style," he says with a tinge of scorn. "You're not a paid-up member unless you're gloomy." But when it comes to climate change, he finds (quoting the Italian revolutionary Gramsci) that scientists can combine "pessimism of the intellect" with "optimism of the will". "Science is an intrinsically optimistic project. You can't be curious and depressed. Curiosity is itself a sure stake in life. And science is often quite conscious of intellectual pleasure, in a way that the humanities are not."

- Ian McEwan, interview in The Independent

While The Independent was wasting my time with a long and rambling interview, the Economist was publishing its quarterly Technology Review (subscription required).

It's worth a read, if you have the March 10th copy of the magazine sitting around, and twenty minutes to kill. Two short notes. The article "Plan B for global warming" focuses on possible technological solutions to climate change that involve purposefully cooling the earth. While in the abstract, this doesn't sound bad, and then, on second thought, still in the abstract, it sounds like a disaster, it's important to consider the merits of the various proposed technologies:

For example, Dr. Paul Crutzen, a Nobel prize-winning atmospheric chemist would like to spread tiny particles in the upper atmosphere to reflect the sun's rays, not unlike the fine sulphate particles ejected by large volcanic eruptions like that of Mount Pinatubo, in 1991.

John Latham, a scientist at the National Center for Atmospheric Research in Colorado suggests blasting tiny droplets of seawater into the air to stimulate the formation of highly reflective, low-lying marine clouds. Stephen Salter of the University of Edinburgh one ups Dr. Latham, having already designed an unmanned vessel to do just that. As the Economist notes, blue skies would be less frequent, but the sunsets would be prettier.

Finally, Dr. Roger Angel, an astronomer at the University of Arizona, has suggested assembling a cloud of millions of small, reflecting spacecraft less than a meter across at the inner Lagrange point, where the spacecraft would block out 1.8% of the sun's rays.

It sounds like a good idea, but maybe we should first consult with Montgomery Burns?In other news about villains with unfair reputations, apparently in 1972 Richard Nixon insisted that if American ingenuity could transport three men 200,000 miles to the moon, it could also find a better way to transport 200,000 men three miles to work.

Amen, Mr. Nixon.

Apparently, only the University of West Virginia took up the challenge. The Morgantown Personal Rapid Transit system is, in fact, the city of the future. Here it comes. And, according to the Economist, it is coming again... Thank you Mr. Nixon, and thank you, Epcot Center.

Road trip to Morgantown, anybody?



Saturday, April 7, 2007

Good Magazine

I finally got a chance to leaf through my copy of Good Magazine, which I had picked up for the train ride down to NYC, and never got around to reading. According to the magazine's footer,
GOOD is for people whoe give a damn. It's an entertaining magazine about things that matter
It's a stylishly-laid out magazine, with a fairly strong design-influence, that brings to light lots of cool initiatives going on around the world - from innovative, locally focused solutions to public health issues in sub-Saharan Africa, to high-concept culture-jamming efforts in the New York art-circuit. The features feel lightweight and rambly, and the whole design-chic aesthetic, well, I guess you can make of that what you will. But the magazine is worth a look.

The coolest idea in the March/Aprill issue? The PlayPump, powering the pumping and storage of safe drinking water in South Africa through a merry-go-round where children can play:

Thursday, April 5, 2007

Reactions to Fiasco


After reading Fiasco, Thomas E. Ricks’ account of the decision to go to war in Iraq, and the planning for and execution of that war and subsequent occupation, I’m still left with the same questions, How the hell did America get into this mess, and how can it be fixed so that America can get out?

Ricks is a journalist for the Washington Post, and a longtime correspondent on military affairs. Throughout Fiasco, Ricks is able to put the buildup to the war and the current war effort in multiple, enlightening contexts; as a historical legacy of the first Gulf War and its perceived successes and failures; as a consequence of huge political and strategic bet that could only be made in the post-9/11 political atmosphere; as a legacy of deep-rooted personal and political convictions of key leaders in the Bush Administration; as a result of decades-long failures in the organizational management of key American institutions, including the military, the intelligence community, and the State and Defense departments; and, perhaps most tellingly, as a failure in the culture of leadership at the highest levels in the civilian State and Defense administrations and in the military.

Aside from the quality of reporting and analysis in Fiasco, which is excellent, Ricks has unique access to and experience with people in the military, from senior commanders to officers and even privates in the field. Ricks is then able to paint a picture of this war effort, from the high-level politicking and planning that was going on at the Joint Chiefs of Staff and at the secretary level at State and Defense, to the day to day challenges faced, and quite literally, battles waged by troops moving door to door, block to block through the cities and provinces of Iraq.

My intention here is not to critique Ricks’ book or to really tackle the war itself. Frankly, it’s beyond me, and all I know is that it was a mistake to start this war in the first place, and that, while it would be nice to bring the boys home (so to speak), I think it would be a massive strategic mistake, and an abdication of America’s responsibility to the people of Iraq, to pull out fully. That said, all I plan to do is to summarize relevant parts of Fiasco to the best of my ability and then lay out some thoughts and questions about the book, which I may try to tackle independently, later.

Part I: Containment
The thrust of Ricks’ argument about the pre-war can be characterized as follows: significant strategic mistakes were made at the end of the first Gulf War, including promising to support and then failing to support Shiite and Kurdish uprisings and unnecessarily pulling coalition forces out of Iraq without causing Baghdad to fall (this is a contended point, and one I won’t actually ascribe to Ricks). Nevertheless, the policy of containment, as executed by General Zinni appears to have worked – while Saddam gave the perception of strength, aggression, and the desire for WMD capabilities, his military and political strength were, in fact, incredibly weak. Certain neo-cons, primarily Wolfowitz, contended this, and driven by personal ghosts from the Holocaust and the failure to support Iraqi minorities in the first Gulf War, created an unimpeachable rhetorical stance drawing direct parallels between a containment policy for Saddam and an appeasement policy for Hitler.

After 9/11, a political opportunity presented itself to invade Iraq. Certain members of Bush’s administration believed that Iraq could be easily overthrown and managed, and that any such show of force in the Middle East would fundamentally change a stagnant political dynamic in that region. Furthermore, Western intelligence, uncertain by nature, could be consistently interpreted to overstate the threat posted by Iraq. Essentially, in a political climate of war and fear, when practically everybody already believed that Iraq had or was trying to get WMD, it was simple to sell that story.

Finally, even though America was already engaged in Afghanistan, the Bush Administration, apparently led by Rumsfeld and Cheney, felt that it was an opportune time to invade Iraq. Over the objections of many senior military officials, the administration sold a war plan that promised a relatively painless and immediate resolution to any conflict, requiring a minimum of military and financial resources.

Such is the story that leads up to the brink of war, and what stands out to me:
1. History is biography. I’m amazed at the role that personal biography played in the framing of this war. Wolfowitz and Douglas Feith, whose family survived the Holocaust, were intellectuals who felt they were fulfilling the promise of “Never Again,” a promise that had been failed in Yugoslavia, Rwanda, etc. Rumsfeld, Cheney, and Wolfowitz felt that they had been let down, and they, in turn, let down the Iraqi people, by being pulled back during the First Gulf War. Quit stunning the level to which Ricks portrays these factors directly influencing the rhetoric and decision making of senior officials leading in to this war effort;
2. Forget the professionals. It is shocking how easily the recommendations of senior military officials, like General Eric Shinseki, General Jack Keane, and retired General Anthony Zinni were disregarded in both the selling of, and more gallingly, the planning of the war. Consequences of this range from the failure to “finish the job” in Afghanistan before opening a front with Iraq to the apparent decision of Rumsfeld to not only disregard the Army’s preferences to invade with overwhelming force in order to, essentially, try out his theory of a lighter, more agile armed forces.
3. The failure of politics. Ricks doesn’t spend a lot of time discussing Congress inaction in questioning the war, or failure to call the timing or the planning into question, but as a body, and as a necessary piece of government, they are conspicuous in their absence. The troubling question is if the problem runs deeper than some 535 people in a climate of war, specifically, if the two-party political dynamics of this Republican party and this Democratic party make it impossible for independent-minded members of Congress to stand up and be heard.
4. The failure of intelligence. It’s hard to blame the intelligence community for failing to get their perspective on WMD and the threat of Iraq right. There are enormous systematic failures in the intelligence community, that is clear. It seems that these failures may be bandaged by extra resourcing and a change in approach, but it is not clear that until America, and specifically, Americans, start engaging more evenly with the rest of the world, that we will be able to gather the sort of specific, culturally-sensitive intelligence that will allow us to judge “enemies” that we simply do not care to understand.

Part II: Into Iraq
Summarizing again, the war to capture Baghdad was simple. Shock and awe and American military strength prevailed easily, moving from allied bases in Kuwait, Saudi Arabia, Turkey, and the Gulf, and winning the military battle and capturing Baghdad in a matter of weeks. There was never much question that this would be the case.

The promise of flowers and sweets, however, failed to materialize. Not that there wasn’t an opportunity to win the Iraqi population, but it was missed, and it was a big strategic miss. Neither the senior military leadership, primarily General Tommy Franks, nor the civilian leadership in the Bush Administration, understood that the true strategic mission was not the overthrow of the state of Iraq, but the winning of the nation of Iraq, and particularly, capturing the hearts and minds of both the Shia majority and the Sunni minority. As such, the tactical posture of American forces, from their troop placement in enormous forward bases, to their approach to day-to-day interaction with Iraqis, helped foment the beginnings of insurgency. On the ground, certain commanders, such as Patreus, Mattis, and Spain are highlighted as trying to do the right things to thwart the nascent insurgency, and then combat the active one. Other commanders, including Sanchez and Odierno fail to take the right approach entirely.

More troubling, however, are the ramifications of conflating Iraq and Al-Qaeda in the build up to war – specifically, the psychology among the young men and women of the army that average, every-day Iraqis represented “the enemy,” as opposed to ”the prize.” As the insurgency grew, and the day-to-day lives of servicemen in Iraq became more perilous, this perception only grew stronger, to the detriment of the war effort.

Even still, through the first year of combat, Iraq was still perceived by many military experts to be winnable. Individual battles had been won and lost, and different regions of Iraq were in better or worse shape. Still, resolve by the American electorate, the support of what countries comprised the coalition, the involvement of the UN, the Red Cross, and other independent agencies, made the effort seem plausible. Each death, each kidnapping, each bombing eroded this perception, and eventually, both allies chose to leave, and support flagged, particularly as the insurgency began to focus their tactical efforts on destabilizing the coalition.

And so we found ourselves in a mess:
1. Lessons never learned. Making an analogy to Vietnam, during this time period, was taboo. But what is most striking is not that Iraq was or is becoming another Vietnam, but rather, that the lessons learned in Vietnam were apparently forgotten prior to Iraq. More specifically, it appears that the Army invested so heavily in its military and political apparatus in avoiding another Vietnam, that it was ill-trained in how to operate when confronted with another Vietnam-like situation, where the population needed to be won over, not through force, but through soft means, where the tactical fighting was guerilla warfare, and where it was impossible to tell the good Iraqis from the bad Iraqis.
2. No news is good news. When I try to figure out what exactly constitutes systematic failure among the organizations responsible for the planning and execution of this war, the only thing that truly stands out to me is the insistence of senior officials, elected, bureaucratic, and military on averring from bad news. Bad news did not represent reality, did not signal a situation that needed to be managed, was the symptom and not the disease. Bad news was false, inaccurate, biased, for losers.
3. The failure of planning. At many levels, from the Defense department, though the Joint Chiefs and CentComm, down to lower levels of active forces in Iraq, it is clear that many leaders failed to plan. They failed to plan for worst-case scenarios, they failed to resource middle case scenarios, and they predicated their operations on best-case scenarios. This isn’t even Management 101, how did this happen?
4. The failure of leadership. Unfortunately, and the most troubling thing to come out of Fiasco for me, much of the failure of planning and the failure to account for bad news came down to the political and military leadership. The political leadership had no use and no interest in adequately understanding, planning for, and confronting the true issues in Iraq, and the military leadership lacked the fortitude and the culture to confront the political leadership. Why the military failed is understandable, but a failure nonetheless. Why the civilian leadership failed is less clear, and until some historian can really lay that one to bed, the conspiratorial whispers and concerns about the bad faith and incompetence of this Administration won’t be laid low.

Part III: The Long Term
It becomes clear that Iraq will not be an operation won or lost on a timescale of months. The CPA is established, fucks some major things up, like disbanding the Army and disbarring all ex-Baathists, high-level bad guys and low-level nobodies alike, failing to ensure security, failing to coordinate well with either the military or the US-based administration.

New troop rotations start coming in, to relieve the initial combatants, but create major discontinuities in operation, at every level, from commanders to combat patrols. Key army tasks are either not ordered or failed, like securing the borders and training indigenous army and police forces.

The insurgency grows, becomes more violent, targets American forces, but also becomes internecine. Baghdad erupts. Sadr City erupts. Falluja erupts. Anbar Province erupts. Karbala, Najaf, Samarra, Mosul. The Army and Marines contain and then quell the fighting, but the insurgency simply shifts, or takes a break.

Bush, inexplicably, is re-elected.

The war continues. Oil revenues fail to pay for reconstruction. Reconstruction itself often fails. The security condition deteriorates. Iraqis turn on Americans. The Armed forces begin to be stressed out. The war continues.

Ricks then summarizes four potential long-term outcomes.

His best case, an analogy to US intervention in the Philippines at the turn of the 20th century. A prolonged engagement, ten-plus years, where the armed forces learns to fight an effective counterinsurgency campaign; a state left stable, but short of our idealized hope, hopefully not a security concern.

His middle case, an analogy to France’s occupation in Algeria or Israel’s occupation in Israel. Again, a prolonged campaign, effectively culminating in a strategic loss, where a relatively stable, but hostile state is left behind in the wake of an eventual pullout.

His worse case, a civil war, partition, or a regional war drawing in Iran, Syria, Turkey, perhaps Saudi Arabia, and causing a fundamental divide and shooting war between Sunni Islam and Shia Islam. An unstable region in bloodbath, with no control over the movements of non-state terrorist actors, and free and fluid movement of weapons. An unstable and uncontrollable impact on world oil supplies.

His nightmare scenario, a power vacuum into which emerges an Islamist leadership, creating a new Muslim caliphate, a united and fanatically religious super-state with significant population, almost total control over world oil supplies, strategic, global importance, power and military might, and a religious orientation dead set against Western liberalism.

Everybody’s questions:
1. Should we stay or should we go? I have no idea. Fiasco does a wonderful job telling us about the mess we’re in, but less of a job pointing the way out. The strategic and political considerations or complex, I don’t even begin to understand them. To borrow a bad metaphor, I feel like America is pot-committed, at this point, both strategically and morally, and that to leave would be in error.
2. What becomes of all this? Again, I have no idea. Recently, I’m interested in exploring further, as Ricks touches on briefly in his afterword, cases in history where countries were unable to achieve their goals in conflict abroad. Take Vietnam, or Algeria. Generally, these are characterized as tactical wins, but strategic losses – meaning a narrowly defined political victory was achieved, but the greater goals of the victorious nation failed or were diminished. But is this true, in history’s long view? What of Algeria, and France? And what of Vietnam and the US?