"Hubris consists in believing that a contrived narrative can, in and of itself, bring victory. It is a fantasy that has swept through the West – most emphatically since the 17th century. Recently, the Daily Telegraph published a ridiculous nine minute video purporting to show that ‘narratives win wars’, and that set-backs in the battlespace are incidentals: What matters is to have a thread of unitary narrative articulated, both vertically and horizontally, throughout the spectrum – from the special forces’ soldier in the field through to the pinnacle of the political apex. The gist of it is that ‘we’ (the West) have compelling a narrative, whilst Russia’s is ‘clunky’ – ‘Us winning therefore, is inevitable’."