Joe Nye has an op-ed in the Washington Post today with the story about Rumsfeld and soft-power:
After the war in Iraq, I spoke about soft power to a conference co-sponsored by the Army. One of the speakers was Defense Secretary Donald H. Rumsfeld. When someone in the audience asked Rumsfeld for his opinion on soft power, he replied, “I don’t know what it means.” That is part of our problem.
Rumsfelds entire speech is worth a read, in a sort of alarming way.