Apart from the traditional notion of hard power that involves quantifiable military and economic might, soft power as a facet of power has found political resonance in the realm of international relations in recent decades. Pioneered by Harvard scholar Joseph Nye, soft power is a non-coercive facet of power that has become increasingly important in maintaining hegemony in the world. Soft power entails the art of subtly influencing outcomes by shaping the preferences of other countries and actors outside your own country via the tactics of attraction, appeal, and persuasion.