Abstract
In December 2009 Tony Blair indicated that he would have pursued a policy of intervention in Iraq regardless of Saddam Hussein's possession of weapons of mass destruction. In this situation he would merely have had to employ alternative arguments. Such a statement should come as little surprise. Blair's language throughout his prime ministership was highly strategic; it was framed to achieve support from his primary target audience, ‘Middle England’. Two key tropes—rationality and leadership—were repeatedly deployed in order to sell Blair's wars to the British public. This article demonstrates how Blair's strategically framed language was politically enabling in three analytical moments, helping to craft a conceivable, coercive and communicable British foreign policy discourse.