Intelligence, Surveillance, and Reconnaissance (ISR) is reassuring to its customers and accordingly leads to competition over resources. Yet successful ISR strategy demands trust and collaboration among organizations. ISR strategy should therefore focus attention on optimal directions and create a common context that entices ISR initiatives more toward problem-solving than production. CJCS correctly asserts that clearly expressing intent is the right way to go about it. Says the author, "Intent must guide the enterprise and joint force toward achieving specific ISR objectives that support campaign goals." Intelligence and operations must be integrated to balance ends, ways, and means. Joint ISR doctrine must evolve accordingly and reflect that ISR should be led rather than managed or it will fail in battle.