Weeks after its capture of Mosul in 2014, the Islamic State set about transforming its strategic trajectory. Through an avalanche of media products, it worked to aggressively insert itself into the global public discourse and, in turn, popularise its brand, polarise adversary populations and drive rivals into the ideological side-lines. This research paper presents new, empirical insight into this troubling phenomenon, which has set a benchmark for insurgent strategic communications the world over. Comprising the translation and analysis of a 55-page document compiled and published by the Islamic State in 2016, it offers a unique window into the mind-set of Abu Bakr al-Baghdadi’s propagandists.