he faced the British, who had sent two large battalions to Saint-Domingue. Unprepared to tackle a large professional army, Louverture began retreating in 1795 and maintained a defensive posture for two years, even as the remaining blacks on the island, some 500,000 men in all, joined his side. Time, guerrilla skirmishing, and yellow fever wore down Louverture’s foes. Twelve thousand of the twenty thousand British soldiers who arrived on the island were buried there, and in 1798 Louverture negotiated the departure of their remaining forces. He had defeated his second European superpower.
In 1801 he invaded Santo Domingo, the Spanish part of the island that is now the Dominican Republic, and defeated the Spanish for good. On July 7, 1801, he became governor of the entire island where he had once been a slave. He promptly published a new constitution. Saint-Domingue would still be a French colony, in name, but the constitution abolished slavery, opened all jobs to all races, and made the territory functionally independent. In just ten years Louverture and his army had accomplished the unimaginable.
HOW LOUVERTURE REPROGRAMMED SLAVE CULTURE
In 1797, in the midst of the long revolt, Louverture demonstrated that he could not only lead troops, but also persuade and inspire civilians with his vision for a new way of life. Vincent de Vaublanc, a white deputy from Saint-Domingue, warned the French Parliament that the colony had fallen under the control of “ignorant and brutish negroes.” Vaublanc’s speech had a tremendous impact, and there were rumors of a counterrevolution being plotted in Paris.
Louverture’s response was to publish a justification of the Haitian Revolution that laid out his theory of race and culture. As Philippe Girard wrote, “One by one he listed Vaublanc’s accusations; one by one he took them apart. Blacks were not lazy and ignorant savages: slavery had made them so. Some violence had indeed taken place in the Haitian Revolution, but violence had also taken place in the French Revolution, he reminded his readers; the slaves had in fact proved remarkably merciful toward the planters who had so cruelly oppressed them.” Louverture demonstrated that these former slaves had elevated their culture to a point where he could in justice close the letter by reaffirming black freedmen’s “right to be called French Citizens.”
In 1798, after Louverture negotiated peace and a diplomatic relationship with the British, the London Gazette wrote:
Toussaint L’Ouverture is a negro and in the jargon of war has been called a brigand. But according to all accounts, he is a negro born to vindicate the claims of this species and to show that the character of men is independent of exterior color.
This newspaper, in a nation that traded more African slaves than any other, published that encomium thirty-five years before Britain abolished slavery. As Louverture had envisioned, Europeans were beginning to see that it was the culture of slavery rather than the nature of the slaves themselves that shaped their behavior.
Some Americans began to see it that way, too. In 1798, during a rift with France, the U.S. Congress banned all trade with France and its colonies. Commerce to and from Saint-Domingue came to a standstill. Louverture sent a man named Joseph Bunel to see the U.S. secretary of state, Thomas Pickering, about lifting the embargo. Louverture shrewdly selected a white man as his ambassador to appeal to the sensibilities of the slave-owning country. It worked. In 1799, the U.S. Congress authorized President John Adams to exempt from the trade embargo any French territory that did not interfere with American trade. The law was so transparently intended for Saint-Domingue that it was nicknamed “the Louverture clause.”
Pickering wrote Louverture to let him know that the United States would resume commerce with Saint-Domingue. Philippe Girard characterizes the letter beautifully in his masterpiece, Toussaint Louverture:
He closed with an arresting flourish: “I am with due considerations, Sir, your obedient servant.” To a former slave, the niceties of diplomatic language must have had a peculiar ring: Louverture was not used to hearing prominent white men refer to themselves as his “obedient servant.”
More than sixty-five years before the Thirteenth Amendment ended slavery in the United States, Congress made special provisions for a black man. They negotiated with him not through the lens of the color of his skin but through the lens of the culture he had created.
Louverture used seven key tactics, which I examine below, to transform slave culture into one respected around the world. You can use them to change any organization’s culture.
Keep What Works
To create his army, Louverture began with five hundred handpicked men who learned the art of war with him as he drilled and trained them assiduously. In this way, he was able to create the new culture with minimal divergence. He knew he had to elevate his fighters’ culture to make the army effective, but he also knew that his slave culture had great strengths and that creating a new civilization out of whole cloth—as Lenin would later try and fail to do—would never succeed. People don’t easily adopt new cultural norms and they simply can’t absorb an entirely new system all at once.
He used two preexisting cultural strengths to great effect. The first was the songs the slaves sang at their midnight celebrations of voodoo. Louverture was a devout Catholic who would later outlaw voodoo—but he was also a pragmatist who used the tools at hand. So he converted this simple, memorable vocal template into an advanced communications technology. The Europeans had no means of long-distance, encrypted communication, but his army did. His soldiers would place themselves in the woods surrounding the enemy, scattered in clumps. They would begin their voodoo songs—which were incomprehensible to the European troops—and when they reached a certain verse, it was the signal to attack in concert.
Second, many of Louverture’s soldiers brought military skills with them. Among his warriors were veterans of wars on the Angola-Congo coast. Louverture applied their guerrilla tactics, particularly their way of choosing to meet the enemy in the woods to envelop them and crush them with sheer numbers. As we will see, he would combine this stratagem with the most advanced European tactics to create a hybrid force unlike any his opponents had faced.
Create Shocking Rules
As a slave, you own nothing, have no way to accumulate wealth, and can have everything, including your life and your family, taken without warning. This usually inspires overwhelmingly short-term thinking, which eradicates trust. If I am to keep my word to you rather than to pursue my short-term interests, I must believe there will be a bigger payoff from the relationship in the future than whatever I can get by betraying you now. If I believe there is no tomorrow, then there can be no trust.
This dynamic becomes problematic in an army, because trust is fundamental to running any large organization. Without trust, communication breaks. Here’s why: In any human interaction, the required amount of communication is inversely proportional to the level of trust.
If I trust you completely, then I require no explanation or communication of your actions at all, because I know that whatever you are doing is in my best interests. On the other hand, if I don’t trust you in the slightest, then no amount of talking, explaining, or reasoning will have any effect on me, because I will never believe you are telling me the truth and acting in my best interests.
As an organization grows, communication becomes its biggest challenge. If soldiers fundamentally trust the general, then communication will be vastly more efficient than if they don’t.
To instill trust throughout his army, Louverture established a rule so shocking it begged the question “Why do we have that rule?” The rule forbade married
