Rule #1 is know your enemy, the born again neocon chuckle heads that were running the show failed here badly, they still don't get it, even when the enemy spell it out for them.
“We hate you, first and foremost, because you are disbelievers; you
reject the oneness of Allah … and you indulge in all manner of devilish
practices. … Furthermore, just as your disbelief is the primary reason
we hate you, your disbelief is the primary reason we fight you, as we
have been commanded to fight the disbelievers until they submit to the
authority of Islam, either by becoming Muslims, or by … living in
humiliation under the rule of the Muslims. … We hate you because your
secular, liberal societies permit the very things that Allah has
prohibited …
“[W]e’ve made it our mission to fight off your influence and protect
mankind from your misguided concepts and your deviant way of life. …
What’s important to understand here is that although some might argue
that your foreign policies are the extent of what drives our hatred,
this particular reason for hating you is secondary … The fact
is, even if you were to stop bombing us, imprisoning us, torturing us,
vilifying us, and usurping our lands, we would continue to hate you
because our primary reason for hating you will not cease to exist until
you embrace Islam. - the fifteenth edition of its English-language magazine Dabiq in July 2016,