Abstract
This polemical essay argues that, despite many presentational mistakes in the West's information war on terror since 9/11, the `propaganda' war is not yet lost. Indeed, it tentatively suggests that although those mistakes have made the task of `winning hearts and minds' in the Islamic world harder and longer, the root cause of failure to date lies with a failure to `know yourself' — i.e. to address those elements, such as foreign policy decisions, which fuel support for Al Qaida. Although the terrorist `organization' has proved exceptionally adept in its own propaganda, it is not just inept western propaganda that lies at the heart of the problem. It is the inability to see yourself as others see you, even if — or perhaps — you disagree with `them'.
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