The military is increasingly conscious of the importance of creating the appopriate "narrative" to describe the situation. (See this article about the competing narratives in Anbar province.
) We call the narrative the subjective part of a competitive position. What people think about your position is as important as the objective reality of your position. An objective view of a position tells us only what is real now. A narrative explains what that current situation means in terms of future development of a position.
On the Strategy School blog, I just posted a long article about how objective situations lend themselves to planning and control while situations that are largely subjective require more strategy and careful positioning.