Soft power is one of those phrases often heard but rarely understood. In this thoughtful and original book, Clarke and Ramscar subject the concept to welcome scrutiny, through a strategic lens. Their findings should be cause for optimism. If harnessed correctly, British soft power can give the country a unique advantage in a more competitive age.

John Bew, Professor of History and Foreign Policy at King's College London and advisor to the Prime Minister

For all the talk of aircraft carriers and defence spending it is surely soft power that will define the success or failure of that elusive concept “Global Britain”. This timely study explores the many elements of Britain's influence and underscores a truism often forgotten; national power begins with dynamism and integrity at home.

Jonathan Marcus, Former Defence & Diplomatic Correspondent, BBC News

A beautifully written and intellectually bracing account of Britain's soft power. Many studies understand the concept of soft power in terms of assets. Clarke and Ramscar see soft power as 'power magnetism' and analyse it in terms of the purpose it is designed to serve. Rather than a dry balance sheet approach, the authors look at what British people actually do that is attractive. The book is replete with examples and offers a richly nuanced account of how soft power works and the problems governments have in using it to serve policy goals. Its prescriptions, from harnessing the creative potential of all the UK's region, to having the courage and commitment to exhibit British values and foster professional integrity, are timely and worthy. The authors are optimistic about the future for Britain's soft power. I will be too if policymakers read and digest the important insights of this excellent volume.

Professor Jamie Gaskarth, The Open University, UK

In the turbulent times of the 21st Century Britain faces new challenges, and questions about its role in the world. This study of Britain's power updates our understanding of Britain's position in the world, and how shifting power structures present new opportunities and challenges for a variety of actors, both foreign and domestic, in the future of Britain and in shaping Britain's future.

Eliot Higgins, Founder, Bellingcat.

A timely reminder that Britain possesses an abundance of soft power, and a refreshing attempt to define it. The authors show us that such power is hard to acquire and impossible to direct, but that it can be nurtured and expanded over time - a vital mission for the UK after Brexit. This is important reading for all who want to see their country remain one of the most influential in the world.

Lord Hague of Richmond, former Foreign Secretary

This book is a guide for policy makers if they want the UK to be a persuader on a global stage.

The House Magazine