The DOD Rebrand

Palmer Luckey and the Department of War

Two years ago I posted a picture from Anduril HQ with Palmer, and people jokingly speculated about what we might have been scheming on.

Well here’s the story.

Palmer had come up with an idea that sounded crazy and unrealistic, even for him.

He wanted to get DOD rebranded to "The Department of War."

When he first explained it, it honestly sounded kind of unhinged. At the time, no one thought this was feasible or that it even made sense. But he wasn't being whimsical or jingoistic, he had very specific objectives.

Here's what the rebrand was meant to accomplish:

(1) Deterrence

The credible threat of war with America is one of the greatest forces for peace in the world. "Si vis pacem, para bellum" is a Latin saying meaning, "if you want peace, prepare for war." There is no saying meaning, "if you want peace, prepare for defense."

(2) Transparency

A more honest name makes clear to Americans what their money is being used for, without obfuscation or apology, and without indulging the stigma unfairly attached to warfighters.

(3) Clarity of purpose

Vague language leads to mission creep. Everything from food aid to hurricane relief to making streets safer can be "defense." An unambiguous name also signals resolve to adversaries. You can't win defense, but you can win wars, and that's what we intend to do.

(4) Morale

During the DOD era, America lost or stalled out in more wars than we've won. During the original Department of War era, no American ever lost a major war, unless you count losing to another American. The name isn't causal of course, but returning to the classic "brand" of the US armed forces is like Cracker Barrel returning to its old logo. It evokes a better era.

(5) Objector repellent

One of the best parts of Anduril's brand is that it is attractive to the kind of people they want to hire, and abhorrent to the kind of people they want to avoid. The Department of War similarly helps filter out anyone squeamish about the mission before they ever join the organization.

With this clear strategic rationale, Palmer spent the next couple years making the case to people ranging from military officers to policymakers to senior government officials. He started before the 2024 election even got going, and the new administration ultimately got onboard.

As with many things (including Anduril itself), if you have a clear goal and conviction, are willing to look a bit crazy, lay the groundwork, and keep at it, maybe for years...it might just end up happening.

So that's what it looks like when Palmer sets his mind to something and wills it into existence, and how you can do it too.