This report establishes the strategic framework for the pre-production of Professor Sven Biscop's This Is Not a New World Order. Our primary objective is to distill its complex analysis into a core value proposition that will drive all content, marketing, and positioning. The book’s central argument is that the world is not entering a new chaotic era but is operating within a multipolar system that many in Europe, long insulated from raw power politics, are only now beginning to understand. Using the Russian invasion of Ukraine as its primary case study, the book eschews the alarmism common in contemporary analysis, arguing that treating every crisis as an unprecedented "turning point" is the very antithesis of sound strategic thinking. It seeks to answer two fundamental questions: What would it actually mean for the EU to think geopolitically? and, at the core of any grand strategy, Which role is the EU playing on the world stage? The book delivers a pragmatic, accessible analysis targeting policymakers, diplomats, military officials, and students of international relations seeking a clear-eyed assessment of great power politics from a European perspective. Authored by the director of the Europe in the World programme at the Egmont – Royal Institute for International Relations in Brussels, a professor at Ghent University, and a lecturer for senior EU diplomats and military officials, the work carries unimpeachable authority. Positioning this work effectively begins with defining the keywords and themes that serve as the foundation of its message and market presence.