I have always looked at Osama bin Laden as a bit like the Pied Piper.  He tells stories in his messages that are very resonant with the intended audience.  Americans sometimes have a hard time following what he says.  But in many ways, what he says is eloquent and perfectly captures the since of intense humilation that permeates much of the Arab world. 

Here are a couple of quotes from a recent bin Laden message:

"I do not sell our honor like a pimp that I should lower my eyes, or surrender. I see the army of the Cross in our land, invading Iraq and rubbing our face in the dirt. You who ask me to give up our jihad, and to live a life of comfort and happiness, Don't waste your breath. I will not give up the jihad while our community is gored with a poisoned knife; No indeed, I will not give up the jihad while their Crosses attack in the dark of night, Pollute Sacred Arabia, and proclaim the establishment of "security" while chaining my wrists."

This kind of language speaks to many and is one of the great tactics he and al-Qaeda use.  In this respect, his rhetoric is likened to "soft" as opposed to "hard" power because it goes far beyond any actual military actions and speaks in poetry.

Realizing the power of these words, we must fashion a counterargument no less eloquent while also offering a way for the disaffected to find meaning in things behind nihilistic self destruction.  At the moment, we are not doing this and in the battle for hearts and minds, al-Qaeda may not be winning the majority of the masses, but it is winning enough to represent a continuing danger.

For more, check out this article.