Officially, the ‘i’ stood for “Internet”. To many, it also represented the product’s focus as a personal device — ‘i’ for “individual”. The ‘i’ can also stand for innovative, iconoclastic and ‘insanely great’, a favourite phrase of Jobs’ to describe his products. And, we might add: impatient, impetuous and irreverent. All attributes that made Jobs a culture-changing force, and a fine example of American soft power in action.

One of the main reasons why they are successful in America is because of our system. Governor Brown and his allies in Sacramento should advocate an American foreign policy that reorients itself to the soft power of exporting American values and know-how so the Sotomayors, Brins, Omidyars and Zakarias in Puerto Rico, Russia, Iran and India can find success at home.

India is fast becoming a superpower not just through trade and politics but through its ability to share its culture with the world through food, music, technology and Bollywood, according to Dr Derek Lobo

American bilateral aid is essential to maintaining American influence through a soft-power, or "smart" power, approach. American cultural and economic influence grew throughout the Cold War, in large part because of bilateral American aid through the Marshall Plan.

With Taiwan’s visibility around the world sometimes limited due to its special relationship with mainland China, making good use of its soft power, particularly in the cultural and creative sector, is crucial to increasing the country’s exposure and influence.

After having won many hearts and minds in the Arab world, the Turkish prime minister continued to the Balkans and South Africa last week, presenting Turkey as a confident new player on the world stage. Read the international media coverage of these visits and you can see how big the impact is of this Turkish soft power offensive.

At the end of the day, Turkey risks being told to mind its own business and to first put its house in order. The more it wants to be a soft power, the more it is going to be told by the international community to apply the same standards with its Kurd minority.

South Africa made the choice...in not granting a visa to the Dalai Lama, a decision that risked angering China...This was a question of how the world would look at us and our morality, and not all about putting at risk much-needed direct investment in such economically turbulent times.