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In 2004, General "Hoss" Cartwright introduced a social media innovation called "SKI-Web" to speed up communications and situational awareness within the U.S. Strategic Command headquarters. Today, that single piece of software innovation is mostly gone, but the communications culture it changed continues to live on. By comparing the change against some popular change management methodologies, there are lessons to learn for military organizations wishing to copy USSTRATCOM's successful shift in communications paradigms.