This article conducts a critical analysis of the historical lessons, theassumptions and the conduct of ‘hearts and minds’ approaches to counterinsurgency.This results in challenges. Theoretically the ‘hearts and minds’approach is rooted in modernisation theory and a normative Western approachto legitimacy that fails to live up to the expectations of the local population.The approach is also based on lessons from past successes such as the British1950s campaign in Malaya. However, a great contextual shift has taken placesince then and the relevance of past experiences is therefore questionable ina context of complex state-building in the wake of intervention. This also haspractical consequences as we seek to rectify the often misapplied approachesof today.