Soft power becomes powerful when people imagine themselves transformed, improved, by adopting a new style. Koreans and Armenians imagine they will be freer or more successful if they become Americans — or Australians or Canadians. Young men and women from the provinces imagine they will be more glamorous if they look and act like people in Paris, London, or New York. If a society thinks it is unique because of its system, or its style, or its standards, it can easily exert soft power, because outsiders can imagine themselves taking part in that same system and adopting those same styles. But if it thinks it is unique because of its identity — “China is successful because we are Chinese” — the appeal to anyone else is self-limiting.