Hearts and Minds Theory’ has been raised from the ashes of the 20th century and indiscriminately applied to conflicts in the 21st Century without sufficient critical analysis of the theory itself, the context of its origins, and modern applicability. This research investigates deficits in the application of HaM Theory protocols in counterinsurgency operations as well as its repeated use by the USA to combat counterinsurgencies across the world despite repeated military failures. In order to have a fuller understanding of HaM Theory and its aptitude for success, this research examines the insurgent origins of HaM Theory, the application of the theory’s core pillars in counterinsurgency (COIN) operations, as well as COIN operations that have employed HaM Theory. USA COIN operations continue to employ soft-power frameworks (such as HaM Theory) despite the Groundhog Day-like cycle that they perpetuate. This research analyzes why American Strategic Culture and Exceptionalist self-image leaves no alternative but to continue to repeat this pattern. This critical analysis of the HaM Theory and its attractiveness will provide a critical baseline for understanding future engagement in foreign intervention to support COIN operations and their consequences.