Challenges for This Kind of War : 9781249911067 : 23 Oct 2012 : The United States Army continues to execute counterinsurgency operations in support of the Global War on Terror in Afghanistan. However, inculcating a counterinsurgency ethos into the Army continues to be a challenge. The Army's reward system, which drives individual motivation and reflects corporate values, plays a much-overlooked role in this endeavor. In the Army, as with most organizations, pay, promotion and awards form a tripod of extrinsic motivation, and represent tools that the institution can use to reward or reinforce specific behavior. Today and in the future, pay and promotion have a limited effect to promote and reinforce the development of a counterinsurgency ethos in the Army. The reasons are clear. The Army's award system, developed primarily during the World Wars, is static and rewards combat actions more common to high intensity operations rather than counterinsurgency (COIN). Furthermore, the 'Pyramid o