Osama Bin Laden changed the world - but what did he actually want to tell us? September 11, 2001, is firmly ingrained as a collective image in the minds of Western and Muslim populations, yet the specific message of terrorism is often misunderstood and misinterpreted. This book demonstrates, through an analysis of Osama Bin Laden's texts, that al-Qaeda views terrorism as a communication strategy, and that this communication strategy follows the same patterns as those used for marketing consumer goods or political parties. By analyzing al-Qaeda's communication goals, target audiences, and messages, it reveals how Islamist terrorists use attacks as communication tools and what options Western governments have to respond communicatively.