Soft power only becomes useful when it produces agency. Values without leverage change little. What matters is whether your organisation is trusted and relevant enough that, when rules are bent or capital is selectively deployed, decision‑makers prefer to solve problems with you rather than around you.
The logic of global trade has changed, and middle powers are gaining new leverage. I explore what that means for strategy – and how to respond – in this piece.
From Rules-Based Fiction to Value-Based…
Soft power only becomes useful when it produces agency. Values without leverage change little. What matters is whether your organisation is trusted and relevant enough that, when rules are bent or capital is selectively deployed, decision‑makers prefer to solve problems with you rather than around you. The logic of global trade has changed, and middle powers are gaining new leverage. I explore what that means for strategy – and how to respond – in this piece.