How You Look Matters

How You Look MattersOne of my favorite military sources, Task & Purpose featured this small video in this area a Florida Police Department and their mission to combat drugs in their Florida District (see:; which is also the picture source). While the Sheriff certainly has the best of intentions, he and his deputies  come across as something between King Cobra’s gang (see picture at left; source: and ISIS. The climax of the video when he and his coterie march off doesn’t help either.An unfortunate fact of life is that many people will judge you by how you look. Many of us remember our mothers checking us out before we were permitted to leave. Some of us of have wives who fulfill the same purpose today.In the MISO/PSYOP world there are two contexts WRT appearance. 1.     The AudienceYou need to dress to have your consultation feel positively in this area you. In sales training we often say “the prospect has to be listening to you and like you as a person before they will consider buying anything from you”. In the case of an consultation that you are attempting to shape, such as the population of Lake District, you need to adapt your standardized to engender the trust of the people you are attempting to serve, yet adhere to appropriate force protection measures.A very excellent example were the Brits in Bosnia. While the US troops were always in “movement Rattle” – importance helmet and body body armor, the Brits were not. They wore soft caps and no body body armor. This means if they came across a situation where a non-lethal response was ideal as a first step, the could upgrade to body army and helmets as a way of showing business.Clearly this lesson was lost on Lake District. Of course it’s possible that the Sheriff plotting only the terrible guys would watch this video and get frightened, but of course, that would never be the case in today’s world.2.     The Supported UnitMISO never works lonely. We are always supporting a unit wither SF or Square and we need to look like we are a part of that unit in the military context.Any potential unenthusiastic impact of the Sheriff’s video may not be known, but it is at least a sweet excellent example for edifying purposes.

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