Israel is in the midst of a campaign of "value destruction." From a people identified by the enlightened world as one that rose from the ashes of the Holocaust and founded an exemplary state, we are increasingly finding ourselves at the top of the list of the world's most hated countries.
Three years of war have exposed the depth of the erosion. Israel can present impressive military achievements while upholding the purity of arms, yet at the same time watch its room for maneuver steadily shrink. There has been a dramatic decline in support for Israel among Western countries and among audiences that traditionally supported Israel, alongside international legal proceedings, recognition of a Palestinian state by friendly countries and the transformation of Israel's diplomatic situation into a business risk clause in almost every report by companies that export or depend on imports. These are not "image" damages. They are cumulative harms that are becoming a strategic danger to Israel's continued prosperity and are directly impairing our ability to ensure our security.
Israel continues to fight the wars of the present and the future with the tools of yesterday. It invests most of its resources in kinetic power and refuses to internalize that the new campaign is hybrid: kinetic and cognitive. Kinetic achievements cannot be realized without strategic soft-power capabilities alongside them. Just as Israel wages a campaign against the nuclear or missile threat, it must internalize that it also has to wage a campaign over truth and over the free world's perception of reality.
Before anything else, Israel must formulate a national strategy based on the establishment of a national consciousness and influence apparatus. This must not be another weak, fragmented, toothless government public diplomacy body, but a security body that collects and analyzes global discourse in real time, identifies trends and risks, operates in multidisciplinary fronts, enables the maintenance of networks of influencers, researchers, communities and opinion leaders, and knows not only how to respond but also how to initiate, shape and embed consciousness. The importance of such a move is not merely technical. It is not designed only to improve Israel's standing or reduce damage. From a broader perspective, it is meant to rebuild Israel's value in the eyes of its allies, based on the understanding that this will be a central component of every democratic state's national security.
The value-based alliance has dissolved
In the old world, Israel enjoyed a powerful core asset: It shared values with its allies. It is democratic, Western, liberal and governed by the rule of law. That is true, but it is not enough. In the emerging world, alliances are based less on shared values and more on interests.
The Turkish-Qatari axis is a perfect example. The two countries do not share a liberal value system with the US and Europe in the conventional sense. They are very far from the Western democratic model that Israel tends to view as the natural basis for alliances. And yet, they are becoming more central players in the Western interest system. Why? Because this is an asset-based axis: a large military, a developing defense industry, influence in the Muslim world, control of regional junctions and the ability to operate in spaces where the West struggles to act.
Israel is deep in a state of strategic blindness. It continues to believe in the power of the value-based alliance. It will be proven wrong. To survive in the 21st century, Israel must make itself indispensable to its allies, in the manner of Taiwan's semiconductors. Israel must replicate its success in cyber and lead in a field that will be critical to its allies over the next quarter-century. The field of consciousness and influence is the only one in which Israel can seize a leadership position. This can be done quickly, at a relatively low cost and on the basis of a clear Israeli advantage: intelligence, technology, creativity, daring and operational capability.
Israel should have established "Unit 8300" a decade ago, but better late than never. Creating such a unit would not only better protect Israel's reputation, but also place it ahead of other countries as they enter the field, allow it to lead the West in this area, build a unique ecosystem and thereby create a new and updated component of power for itself. If it fails to do so, it will discover that even brilliant military victories are worn down in a world where the winner is not only the side with the most firepower, but also the side that shapes consciousness and succeeds in turning itself into an asset for its allies.
