It appeals both to self-improvement and patriotism, the belief that while the British Army may not be the biggest - and may not always have enough boots to go round - it is the best. To join up, you need to be one of the elite too. The slogan accompanied a Saatchi & Saatchi campaign suggesting that the modern army was a hi-tech operation teaching skills that would be useful in civilian life. The campaign won lots of awards and brought lots of inquiries. Nonetheless, Saatchis was dropped in 2001, while the slogan lives on. The US Army has had more trouble. It replaced the reliable and not dissimilar 'Be All You Can Be' with 'Army Of One', much mocked for suggesting that service life is the ideal place for the rugged individualist.
There's more money for housing, transport and Brexit.
FROM THE ARCHIVE: Does the very sight of your PowerPoint deck bring you out in hives? Despair not.
It's last call for McCall as she presents her final full year results at the airline.
Young women have to contend with tougher prospects after university.
As Emmanuel Macron has discovered, high IQs come with a downside, says John Antonakis.
OPINION: The sexual harassment scandal points to some uncomfortable truths about human nature, says consultant Chris Nichols.