History has shown us you may be able to bomb and kill your enemy -- but your enemies' ideas can never die. In fact, this could result in popularizing the ideas and harden its believers. Current Islamists extremists know this well, that is why they have developed a business model that is fuelled by reacting to the actions of the West. Bombs and air campaigns cannot stop the social phenomena that lead to the expansion of the Un-Islamic State; we need a sustained counter narrative to defeat this new form of terrorism. We need to show respect and vocalize how our diversity is our strength; fostering a narrative of inclusivity.