This is a short, sharp book that answers with compelling evidence a simple, critical question: How, in the last 30 years, did the U.S. military turn from being one of the most derided of American institutions to being one of the most trusted? The answers build on each other: getting out of Vietnam and rid of the draft, taking seriously issues of drugs and racism, and clever marketing. Successful operations have also helped. The baby boomers, still scarred by Vietnam, are unconvinced, and African-Americans, despite finding the army a relatively hospitable environment, remain wary. But generally, the U.S. military's ratings are up, and the younger generation's outlook is positive.