A few weeks ago in Nepal, the government banned dozens of social media platforms. On paper, it was about regulation. In reality, it touched a raw nerve with a generation already frustrated by corruption, nepotism, and lack of accountability.
Protests erupted. Narratives spread online faster than the government could control. Crowds grew, buildings burned, and casualties mounted. Within days, the Prime Minister had resigned, an interim government was formed, and the ban was rolled back.
No conventional battle. No weapons fired. Just the power of influence — moving faster than policy, faster than response, faster than control.
That’s the world we live in. And if civilian governments can be shaken this way, imagine what digital influence means in the context of defence and national security.
Influence is the new terrain
Military leaders have always studied terrain — ridges, rivers, chokepoints. In the digital age, the terrain has shifted. It’s no longer just physical. It’s algorithmic.
- Which stories spread the fastest
- How narratives mutate and resurface
- How perception can be shaped, or quietly manipulated
Leaders who ignore this terrain are essentially fighting blind.
Preparedness beyond firepower
When we hear “preparedness,” we picture equipment, logistics, supply chains. But I’ve seen in campaigns, businesses, and even politics — the ones who lose are rarely short of resources. They lose because they failed to command the narrative.
For defence, the stakes are higher:
- A single false story can dent morale across units.
- A fragmented response online can create confusion faster than an enemy maneuver.
- A sustained influence campaign can erode public trust in institutions long before shots are fired.
What defence leaders can borrow
From two decades of working on digital influence campaigns, I see parallels defence leaders can adopt:
- Targeting & Segmentation
Just as brands tailor messages to specific customer groups, adversaries tailor misinformation to fracture societies. Knowing how this works is the first step in countering it. - Narrative Shaping
Facts alone rarely win. Clarity, confidence, and consistency win. The same is true whether you’re leading a company through crisis or commanding troops under pressure. - Behavioural Nudges
Tiny cues create big shifts. If marketing can influence billions to adopt a product, misinformation can just as easily shift morale or trust.
Why this matters now
Modern defence leadership requires adding a new layer of skills:
- Reading and countering misinformation before it spreads.
- Building digital morale frameworks so troops and citizens don’t lose trust.
- Coordinating across units in disrupted, hybrid environments.
- Commanding the narrative not only in conflict, but in peacekeeping and diplomacy.
This isn’t optional anymore. It’s as critical as logistics or strategy.
My take
I once aspired to wear the uniform myself. That didn’t happen, but my respect for the armed forces never left.
Instead, I’ve spent over 20 years working on influence in other fields — healthcare, education, political, and social impact campaigns. Different sectors, but the same lesson: whoever masters influence, masters the outcome.
That’s why I believe defence leadership can’t afford to treat digital influence as an afterthought. It needs to be part of the training, the mindset, and the command toolkit.
Closing thought
The battlefield has expanded. It’s no longer just land, sea, and air. It’s also minds, narratives, and screens.
Victory in the future won’t come only from commanding troops. It will come from commanding trust.
And that’s why digital influence isn’t just a skill anymore. It’s leadership itself.
Madhura K P
September 26, 2025 at 3:00 pmI like the service