Since soft power emerged as a concept in the 1990's, the UK has been a global leader. Across arts and culture, the creative industries, media, sport and higher education, we have some of the world's best soft power assets.

But policy decisions affecting these sectors rarely reflect their strategic status. Furthermore, the past decade has seen a weakening of parts of our soft power infrastructure - just as it becomes an increasingly competitive international space, and a recognised geopolitical tool.

It's time for a new type of conversation about soft power in the UK - one that considers the necessary inputs to develop our soft power at home, rather than just promoting the outputs abroad.