THE NATIONAL MISSION

BUsiness Horizon Quarterly

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s America undertakes the abiding national mission of advancing our interests and values abroad, our success depends on harnessing

a vital asset in the causeour marvelous private sector. Properly enabled, U.S. businesses and nongovernmental organizations (NGOs) can greatly expand Americas influence, particularly in strategically vital regions where our military presence is being reduced. Despite what we sometimes think, leaders and people in vital regions around the worldincluding geo-political hotspotsremain eager for economic, political, and civil engagement with the United States. More often, however, they find the Chinese knocking at their door, exercising a go-out strategy to increase the countrys global influence, gain access to commodities, and win market share in up-and-coming economies. We are falling behind. Prior to the 2012 U.S. presidential election, I authored an open memo to the candidates about the need to modernize the United States global engagement. In that memo, published by the Atlantic Council, I recounted the story of Iraqi Kurdistans President Masoud Barzani, who made the case for modernizing U.S. global engagement as succinctly as Ive heard. Dont you know, he said, that the presence of four American companies (in Kurdistan) are worth two Army divisions in building goodwill and sustaining influence in the aftermath of Americas military withdrawal from the area?

AMERICAS INTERNATIONAL STRATEGY MUST ADJUST TO THE REALITY THAT IN THE 21ST CENTURY, MILITARY MIGHT AND STATE DIPLOMACY ALONE ARE INSUFFICIENT TO ADVANCE OUR INTERESTS AND VALUES ABROAD.
Despite this clarion call, the presence of the U.S. private sector is minimal in this secure, fast-growing, pro-American, and strategically vital autonomous region of Iraq. That is even though the opportunity in Kurdistan is enormous and the United States has sacrificed so dearly to bring freedom and development to its people. The question of where are U.S. companies and entrepreneurs is expressed not only in Iraqi Kurdistan but in many key areas across the globe where America would benefit from building greater influence. To some degree, the private sectors reluctance to vie for business in less-developed countries and regional markets stems from its inherent risk. In many cases, however, the retreat is also fostered by indifferent and in some cases obstructive public policy, out-of-date frictions between the public and private sector,

BY GEN. JAMES L. JONES, USMC (RET.), PRESIDENT, JONES GROUP INTERNATIONAL

DESPITE WHAT WE SOMETIMES THINK, LEADERS AND PEOPLE IN VITAL REGIONS AROUND THE WORLDINCLUDING GEO-POLITICAL HOTSPOTSREMAIN EAGER FOR ECONOMIC, POLITICAL, AND CIVIL ENGAGEMENT WITH THE UNITED STATES.

THE NATIONAL MISSION

BUsiness Horizon Quarterly

the United States has already invested many lives and billions of dollars for a better future; Iraqs Kurdish region, where we have longstanding allies and shared interests; and Turkey, close NATO partners in whose security, prosperity, and goodwill we are heavily vested. Peace and stability in this envelope can serve as an anchor for regional peace. Conversely, festering tensions left unaddressed could yield conflict that would add exponentially to the regions instability. In 2009, we pulled our troops out of Iraq without a comprehensive strategy to fill the vacuum of influence in its wake. Political strains are endangering relations between the central government in Baghdad and the regional government in Erbil; between Baghdad and Ankara because of Turkeys growing engagement with the Kurds; between the United States and Iraq because of

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IF AMERICA IGNORES THE STAGGERING OPPORTUNITY AFRICA OFFERS, OTHERS WILL FILL THE VACUUMAND NOT JUST THE CHINESE BUT MALEFACTORS WHO WISH TO EXPLOIT HUMAN WANT AND FRUSTRATION TO SELL RADICAL IDEOLOGY AND FOSTER INSURGENCY.

autonomy and Baghdad, its national sovereignty. Turkey would be able to wean itself from a dependence on Russian oil. All three would know the benefits of greater income and development, while the United States would generate jobs, build greater influence, and reap the benefits of a more peaceful and more secure region. Africa. Africa is rich in human capital and natural resources, and offers unmatched social, economic, and political potential. Recognizing these realities, the Chinese are actively engaged across the continent. While China applies its full-court press for deals on infrastructure development, financial services, and access to commodities, the United States is perceived as generally passive and unengaged. The question where is America? rings across the continent. Let there be no mistake: Africa wants a U.S. presence in the form of the countrys companies and NGOs. If America ignores the staggering opportunity Africa offers, others will fill the vacuumand not just the Chinese but malefactors who wish to exploit human want and frustration to sell radical ideology and foster insurgency. The vulnerable Sub-Saharan region offers a large and enticing new market for extremism and a strategically located export hub for global terror.

and a mentality still stuck in the century just passed. Americas international strategy must adjust to the reality that in the 21st century, military might and state diplomacy alone are insufficient to advance our interests and values abroad.

dividends for Americas security, geostrategic influence, and prosperity.

the Maliki administrations tilt toward Iran; and between ourselves and the Kurds over the U.S. policy that has sometimes seemed indifferent toward the longstanding U.S.-KRG friendship. The fact is that there are commercial solutions to this highly consequential geopolitical challenge. With the help of the U.S. private sector, energy developmentin particular, energy pipelines serving all three areas and connecting them more efficiently to world markets can improve the regions economic prospects and create shared interests as a basis for closer cooperation and better relations among the three parties. A broader spectrum of economic development projects must be part of such a unifying commercial approach. In addition to oil development, electricity production, agriculture expansion, mining, water development, and a full range of services entailing U.S. private sector participation can be harnessed to improve lives and enhance political stability. The ties created by such economic engagement will place Erbil in a better position to preserve its peaceful

A World of Strategic Opportunity

Three key regions provide case studies in the vast potential of this approachpossibilities we can realize if we modernize our global engagement strategy. Middle East. U.S. interests in the Middle East and North Africa remain keen, even as we harness the shale energy revolution to enhance Americas domestic energy sufficiency. Instability in the region has global reach that affects the critical flow of world trade and oil, the proliferation of weapons of mass destruction (WMD), and the spread of radical ideology. Unfortunately, crisis responsein which our options to influence positive outcomes are few and highly problematicdefine our posture in hotspots such as Syria and Egypt. We have, however, a prime opportunity to apply a broader, proactive strategy to influence a triangle in the heart of the Middle East, encompassing: Iraq, where

Projecting power today depends heavily on improving lives, meeting human needs, and imbedding the United States in the social and economic fabric that yields sustainable international influence. As important as a capable military is, modernity requires a broader toolkit. In the new global paradigm, the private sector must play a prominent role, and the public sector must become better at unleashing the capabilities of Americas firms and NGOs. We have a far better chance of promoting the interdependent pillars of human progresssecurity, economic development, and good governanceacross the globe if our public and private sectors work together. The collaboration needed to move the needle on human progress abroad is more likely to yield the vibrant markets that are eager for our goods and services, generating huge

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BUsiness Horizon Quarterly

These countries, which chafed under the deprivations of better diplomacy and understanding of regional and local security dynamics. Moreover, the appropriate assistance and advocacy that our diplomats and military authorities can provide to our private sector can win America a greater share of business and influence abroad which, in turn, will feed right back into improved U.S. standing and security. Second, the public sector can do a better job of identifying economic, social service, and civil society promotion opportunities in strategically vital countries. Our country teams can expand efforts to make this information available to our private sector while providing stronger advocacy in foreign capitals on behalf of U.S. enterprises vying against stiff global competition. Third, we must ramp up the pace and breadth of our trade missions. We should consider programs, some of which Im currently working on, that will promote the joint deployment of government officials, corporate leaders, and NGO representatives abroad. The use of engagement missions will enable these individuals to reinforce their unique but synergistic capabilities and value proposition. No other country is better suited to provide holistic approaches to comprehensive economic, political, and social problems than the United States. It is among our most potent comparative advantages, and we must harness it. Fourth, the United States must vigorously expand its international trade and market access agenda. Not only do America cannot achieve its 21st century objectives without harnessing the synergies of its public and private sectors. This will require a more holistic, inclusive, and modern U.S. global engagement strategy. We can start by making four critical organizational reforms. First, we need to incorporate better private sector perspectives, needs, and capabilities into the strategic planning processes of U.S. diplomats and our militarys geographic commands. The private sector possesses valuable expertise and insights that can contribute mightily to we need a broader scope of agreements to promote U.S. commercial access abroad, we must improve the scope and speed of our export promotion and financing systems. The Export-Import Bank and the Overseas Project Investment Corporation (OPIC) must be reauthorized and expanded to compete with China and others. We must match these efforts with modernizing our export control laws and policies so that American companies can better compete. Opening markets for the entry of U.S. goods and services gains our country little if we maintain undue barriers that prevent our innovations from exiting. We live in a multi-polar world, one largely inspired by Americas model and catalyzed by our leadership. The worlds demographic and economic balance of power is shifting rapidly, and we now face new challenges to our accustomed role. These changes do not mean that we

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WE WOULD DO WELL TO REMEMBER THAT EUROPE IS AMERICAS LARGEST TRADING PARTNER. OUR PROSPERITY AND GLOBAL INFLUENCE IN THE TRADE-BASED GLOBAL ECONOMY IS TIED DIRECTLY TO EUROPES FATE.

communism, embrace modernity and seek to integrate fully into the global economy. In general, they love America and are eager to engage. Yet, the United States remains too remote there as well. The infrastructure and other commercial needs of this expansive region are enormous. This massive demand offers Americathe worlds greatest builders, manufacturers, and service providershuge opportunities, if we seek them out. The stronger ties and increased influence that can be produced if we seize the opportunity will help ensure that Europewhole and strongremains Americas geopolitical and economic partner in a world where dramatic shifts in global GDP and population are swinging to other regions. We would do well to remember that Europe is Americas largest trading partner. Our prosperity and global influence in the trade-based global economy is tied directly to Europes fate. The continents success, and indeed, the maintenance of a stable global order, depends on the fate of these still fledgling democracies and free market economies that desire and need Americas partnership, and especially the participation of our private sector.

cannot be just as successful in this new century as we were in the last; it will nevertheless take work, discipline, tenacity, vision, and better strategy. Above all, it will take political leadership thatas a matter of national interestsets a tone strongly supportive of governments legitimate and important role in promoting the U.S. private sectors interests and engagements internationally. There is no doubt that the world still wants and needs America; the question today is whether America perceives the need to answer that challenge. Doing so is a national mission we dare not fail. The stakes couldnt be higherthe quality of life for future generations of Americans and a more stable world.
General James L. Jones serves as president of Jones Group International. As the former commander of U.S. European Command and Supreme Allied Commander Europe, he led all military operations for the North Atlantic Treaty Organization and later, as National Security Advisor, he brought clear vision and steady leadership to Americas mission in Iraq, the war in Afghanistan, and the countrys interests around the world. Jones graduated from the Georgetown University School of Foreign Service and was commissioned into the Marine Corps in January 1967. On returning to the U.S., he pursued a career in the Marines, attending the Amphibious Warfare School in 1973 and the National War College in 1985, and serving as Marine Corps liaison ofcer to the U.S. Senate. He was also commanding ofcer of the 24th Marine Expeditionary Unit in Northern Iraq and Turkey on Operation Provide Comfort; chief of staff, Joint Task Force Provide Promise, for operations in Bosnia-Herzegovina and Macedonia; and commanding general, 2nd Marine Division, Marine Forces Atlantic. He also served as Military Assistant to the Secretary of Defense from 1997-99. He became the 32nd commandant of the United States Marine Corps in July 1999. Upon retirement in February 2007, the combat veteran became the president and CEO of the U.S. Chamber of Commerces Institute for 21st Century Energy and, in 2008, served as the State Departments Special Envoy for Middle East Regional Security. From 2009 until 2010, he served as President Obamas National Security Advisor at the White House.

I submit that awaiting the development of the next Afghanistan in the southern reaches of the African continent is passive policy unworthy of our great nation. Moreover, it is poor diplomatic and economic policy, the consequences of which will be felt in loss of American jobs, strategic relationships, and influence. Our public and private sectors must work together to open markets, establish a sustained presence, and economically engage Africans at the grassroots. The broader and higher-caliber global engagement is necessary to win hearts and minds. Only by doing that can we achieve the lasting defeat of radicals and predators, countering their use of the most accessible weapons of mass destruction known to man: corruption, poverty, hateful ideology, and affinity for discredited political and economic models. Americas influence and model is essential if this continent of the futureone which will soon be home to the majority of young people on earthis to emerge as an economic miracle rather than a security nightmare. Central and Eastern Europe. Free from the yoke of Soviet tyranny, Central and Eastern Europe is home to countries primed for greater economic growth and prosperity to accompany their hard-won freedom.

Steps for Reforming Engagement

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