84. Joseph Nye and soft power: “If you can get others to want what you want, you can economise on carrots and sticks”

The death of Joseph Nye, originator of the term ‘soft power’, offers a chance to re-evaluate and appreciate this vital concept

The death has been announced of Joseph Nye, emeritus professor at Harvard University, at the age of 88. Nye joined Harvard in 1964 and was Dean of the John F Kennedy School of Government there from 1995-2005. A lifelong student of the world political and economic scene, Nye will be best remembered for coining the term ‘soft power’. This started off as a concept for international relations, but I think it sits very well within the broad sweep of leadership styles. Host Leadership makes great use of it, and I think I’ve even extended the idea in some modest ways.

Professor Emeritus Joseph Nye, 1937-2025 (Photo: Harvard University)

So this week’s article will look at soft power, where it came from, some aspects which are maybe not so widely appreciated, my version of the soft power matrix, and, apparently inevitably these days, how some people seem determined to ignore it.

Hard power and soft power

Hard power is a very old concept indeed. It’s the power of force, coercion and payment. The power of carrots and sticks. “Do this - or else…” power. This kind of power is not going away anytime soon, of course. It will remain important. The trouble is, it’s expensive to utilise. All the threats, bluster, contracts, imposed or negotiated under stress… this all takes effort, time and money. And it doesn’t help to build positive relationships either.

We are perhaps coming to realise that this is not a very productive source of power. For one, it assumes that the coerced will remain in a position not to retaliate - which may not always be the case, and then the revolution comes. More generally hard power tends to get minimum compliance - people do what’s asked/expected of them, and no more. What’s more, they usually do it grudgingly and without spirit or charm. Hard power is not good for positive and productive relationship building. It demands a compliant and obedient pose from the followers.

Soft power, on the other hand, is about using invitation, helpfulness and co-operation. An outstretched hand, inviting participation in something good. An influence, rather than an order. This is nothing new - indeed, the power of positive influence, like hosting, is as old as humanity. However, when we as potential partners are offered a choice, the tone is set for a participative relationship - not based on subjugation and power but on co-operation and mutual interaction. One of the key benefits of soft power is that it builds relationships for greater things to come, rather than achieving a limited current end at the cost of relational capital. As Nye wrote:

“If I can attract you do want to do what I want you to do, then I do not have to force you to do what you do not want to do.” Prof Joseph Nye, The Powers To Lead (2008) p30

Nye’s international soft power is based on providing things that the others value. This might be direct support, it might be support for regimes moving towards liberal democracy, it might be supporting an underpinning global order, it might be as a source of commercial facilitation, it might be through familiarity of goods and services. For the UK, our music scene has been a major part of our soft power, at least since the Beatles and the ‘British invasion’ of the US charts. Our film and TV industries spread their messages around the world – from David Attenborough to Downton Abbey, Monty Python to Doctor Who, our shows (and indirectly, our values) go around the world. The BBC World Service broadcasts news, speech and discussions in 40 languages to a weekly audience of some 450 million people worldwide – who know and trust the station as a reliable source. Nobody HAS to watch Attenborough or listen to News Hour; they do it because they want to, because it’s worth their time. And every time they do it they can be grateful that the UK is out there producing content for them. The UK becomes a part of everyday life not just at home but all over the globe.

Potential consequences – a key distinction

One aspect which I find hardly ever remarked upon is the difference in potential consequences. Hard power is usually about potential negative consequences. If you don’t co-operate I will attack you / starve you / not pay you / sue you / sack you (delete those which do not apply). Of course these are real concerns for those affected – but again it’s hard work to use the threats and they may fade over time if not carried out (which will worsen the situation still further, probably for both sides).

Soft power, on the other hand, is about potential positive consequences. If we work together, we can do this worthwhile thing. If we join forces, we could create a new possibility. It’s about invitation and influence rather than force and punishment. And if there are already connections, familiarity, some initial trust and credibility, then this process is easier to bring about.

Our Smart Power matrix

Nye was always clear that soft power is not wholly the answer. He defined a synthesis, “smart power,” as the ability to combine hard and soft power to achieve results. Occasionally, soft power isn’t enough, and hard-power tactics are required. More often in everyday settings, the relationships built with soft power allow the odd instance of more direct approaches to be incorporated without too much in the way of negative consequence.

In our book Host, Helen Bailey and I developed our Smart Power matrix. We can think of the different options using this four-box matrix.

The Smart Power matrix, from Host: Six new roles of engagement, Mark McKergow and Helen Bailey, Solutions Books, 2014

Those who are mainly focused on results use hard-power tactics. Those who are more focused on relationships may be more open to soft-power moves like inviting and involving. However, an awareness of both and when to use them brings the possibility of smart power. The great benefit of smart power, as we saw above, is that the relationships which are built with soft power make it a good deal easier to insist occasionally without seriously damaging the relationships. In the words of former US President Theodore Roosevelt, “Speak softly, and carry a big stick”.

The fourth box in the smart-power matrix is an interesting one. It looks like someone with no power. It represents the people who have power and influence – but are not yet using it. Perhaps someone who has not yet looked at their potential influence lately, someone who is coasting a bit, someone who feels drawn to a call to action but has yet to look around for others to engage.

A great advantage of soft power is that it doesn’t require conventional levers like money, authority or position. Rather, it stems from building relationships, developing connections, making the first moves, reaching out. So, look around you and think about how you might use your soft power more effectively.

The soft power of a mushroom biryani

Here’s a tale about using soft power in an opportunistic way. Back in the early 1980s, a young singer-songwriter based in Lonon was releasing his first mini-album and wondering how to get it noticed. He, along with many music fans, was a keen listener to the John Peel show on BBC Radio 1, broadcasting weeknights from 10pm-12 midnight. One night, he heard Peel lamenting over the air that he was very hungry. “I could really use a mushroom biryani”, he said. Hearing this, the singer bought a takeaway mushroom biryani and high-tailed it to Broadcasting House just off Oxford Street. He delivered the food to the studio – along with a copy of his record, from which Peel chose a track to play on the show. This was the first of many radio plays – the singer was (if you haven’t already guessed it) Billy Bragg. The story is recounted on the John Peel wiki.

And as so often, Trump

Joseph Nye coined the term soft power in an attempt to give shape to what he saw as US foreign policy in the late 20^th century. He, like many of us, was perturbed at recent developments which see the USA taking a very different path.

On 4^th February 2025, the day after Donald Trump cut finding from the United States Agency for International Development (USAID), the Financial Times led with a stark headline.

USAID and the wilful sabotage of American soft power

The article opened with this startling analysis:

One of the most striking features of Donald Trump’s second administration is its willingness to trash decades of US soft power. The “America First” approach has little interest in winning or keeping friends, which it views mostly as freeloaders on US largesse. One demonstration is the threats of tariffs or force even against allies to coerce them into doing the administration’s bidding. Another is the suspension of billions of dollars of US foreign aid — and the assault on the agency that manages about two-thirds of the funds, USAID. This has thrown initiatives aimed at helping vulnerable people around the world into chaos, and is harming America’s own interests.

It’s clear from this and other developments – including tariff impositions, threats of annexation and today’s ban on international student applications – that Trump not only doesn’t value soft power, he is intent on destroying every element of worldwide soft power influence the US has. As Nye put it in one of his last interviews, “Basically, these suggest that you’re not even thinking about America first, you’re thinking about America alone.”

Conclusion

I think soft power is a key concept for the 21st century. It’s certainly vital for any organisation seeking to be both humane and effective. Aligning the interests of the people with the purpose of the organisation makes everything so much easier to manage. We no longer need to look at the workforce as reluctant conscripts, taking the money while doing as little as possible. Soft power give a framework for understanding how to engage people well, build their inner motivation and help them give of their best.

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Dates and mates

The United Kingdom Association for Solution Focused Practice 2025 is happening on Bradford, Yorkshire on 17-18 July 2025 with a meeting on the evening of the 16th. The full programme is now out at https://members.ukasfp.org/page/conf2025. There are some excellent keynote and plenary sessions and I am leading a workshop on Writing SF. Hope to see you there!

And early warning - my Edinburgh Fringe shows are now available to book!

Under Milk Wood Jazz Suite - with Pippa Evans (narrator) and the Mark McKergow Quartet. Fri 15 Aug and Wed 20 Aug, 3pm, Scottish Arts Club.

'To begin at the beginning...' Stan Tracey’s 1965 Under Milk Wood jazz suite is regarded as a landmark in British jazz. This is a rare chance to hear it live in a special presentation. Narrator Pippa Evans (I’m Sorry I Haven’t A Clue, Showstopper!) brings Dylan Thomas’ words to life. We hear a day in the life of the inhabitants of Welsh fishing village Llareggub, as they live their lives and dream their dreams. The text is interwoven with the suite’s eight jazz numbers.

Book via https://www.edfringe.com/tickets/whats-on/under-milk-wood-jazz-suite

A History of Jazz in Four Saxophones - with the Mark McKergow Quartet. Fri 15 Aug and Wed 20 Aug, 5pm, Scottish Arts Club.

This unique show sees Mark McKergow talking about and performing more music of the sax giants – on the same model vintage saxophones they played! Discover the saxes and music made famous by Sidney Bechet, Lester Young, John Coltrane, Gerry Mulligan and more. Mark is joined by Ewan Johnstone (piano), Timmy Allan (bass) and Roan Anderson (drums) for this insightful and entertaining concert. Mark is one of the most versatile jazz saxophonists in Scotland. He’s played everything from New Orleans to free improvisation and writes for UK Jazz News.

Book via https://www.edfringe.com/tickets/whats-on/a-history-of-jazz-in-four-saxophones