"Officials in several European countries have quietly expressed concern about placing an American general in charge of the NATO force. Richards tried to create a less harsh, more economic-development-oriented identity for NATO in Afghanistan, as compared to the ‘‘kicking-down-doors’’ image that US forces have.
Several high-ranking officials in European nations have expressed unease about assigning a US commander to lead the NATO force, fearing it may be perceived as confrontational. Richards attempted to redefine NATO's image in Afghanistan by emphasizing economic development over military action, contrasting it with the more aggressive "kicking-down-doors" approach employed by US forces.