Soft power, a phrase coined by political theorist and author, Joseph S. Nye Jr., is used as a complement to America's military strength, or hard power, in a post 9-11 world. Nye believes that by incorporating soft power in U.S. national strategy, America is able to utilize "the ability to get what you want through attraction rather than coercion or payments. It arises from the attractiveness of a country's culture, political ideals, and policies.