Accession Number:



Changing the Air Force Narrative

Descriptive Note:

Corporate Author:


Personal Author(s):

Report Date:


Pagination or Media Count:



The Chief of Staff of the Air Force presented a question regarding how the Air Force should change its narrative to better resonate with the American people and Squadron Officer School class 14E s Think Tank endeavored to answer this question. The research team recommends a new Air Force narrative that spans the history of the service and will endure into the future. The team presents a new, enduring, motto that answers the question of WHY the Air Force exists and is uniquely suited to solve today s vexing geopolitical problems. The recommendations of this study include multiple courses of action by utilizing current research and literature in the public polls, social concerns, branding, advertising and marketing. The team focuses on the Air Force s unique ability to solve what the American public deemed as vexing problems through its use of innovative and technologically bold solutions and the importance of matching the narrative the Air Force presents with the problems it solves. The research involved current narrative issues and culture, looking at how corporate entities seek to brand their products, proving the importance of connecting internal and external messaging with the public s emotion. The USAF s current external message is centered on the mission of Fly, Fight and Win in Air, Space and Cyberspace. While this narrative adequately addresses what the USAF does and how it does it, the narrative does not adequately address why the USAF mission, core competencies and distinctive capabilities are important to the nation. The public is left to make their own determinations on why these things are important. The research team proposes changing the narrative from the Critical Enablers we adopted in the early 2000s to Born of Necessity, Grown Through Innovation, Eyes on the Horizon. In order to propagate this narrative to the American public, the team proposed an enduring motto of Defending America s Horizons.

Subject Categories:

  • Sociology and Law
  • Military Forces and Organizations

Distribution Statement: