Three years ago this week, as Russian tanks rolled into Ukraine, an extraordinary wave of global solidarity swept across the world. Hundreds of thousands took to the streets in cities from London to Sydney. Tech giants blocked Russian state media. Even Switzerland abandoned its neutrality to freeze Russian assets. Only five countries voted against a United Nations resolution calling for Russia to withdraw its troops from Ukrainian territory, compared to the 141 who voted in favor of it.

Today, that solidarity has been replaced by something no one could have imagined in February, 2022: the United States has refused to back an annual resolution presented to the UN General Assembly that condemns Russian aggression and demands the removal of troops. Instead, the leader of the world’s most powerful democracy now repeats the Kremlin’s false narrative that Ukraine started the war.

This stunning reversal of the U.S. position represents Vladimir Putin’s greatest victory – not in the battlefields of Ukraine but in a war that most of us thought ended over 30 years ago: the Cold War. 

Putin’s win is no accident. For decades, he has been explicit about his ultimate goal: to return to the world of 1945, when the leaders of the U.S.S.R., U.S. and Britain sat around a table in Yalta to divide the world between them. The invasion of Ukraine three years ago was never about Ukraine – it was about reclaiming lost power and forcing the West back to the negotiating table. Putin’s success stems from the collective failure of the Western establishment, convinced of its own invincibility, to recognize his systematic dismantling of the order they claimed to defend.

It would be too simple to blame Donald Trump or any single political leader for finally giving Putin his seat at the table. This failure belongs to the entire Western establishment – including media organizations, think tanks, universities, corporations, and civil society institutions.

The values the West claimed for itself – defense of individual rights, rule of law, democratic values – were worth fighting for. But having “won” the Cold War, Western establishments grew complacent. They assumed the moral high ground was unassailable, dismissing those who warned it could be lost.

When Putin called the Soviet collapse “the greatest geopolitical catastrophe of the century,” Western analysts dismissed it as rhetoric. When he told George W. Bush that Ukraine was “not a country,” they treated it as diplomatic bluster. When he used his 2007 Munich speech to declare ideological war on the Western-led world order, they saw a tantrum.

Each subsequent action – from the invasion of Georgia in 2008, to the annexation of Crimea in 2014, from the downing of MH17, also in 2014, to the killing of opponents throughout Putin’s reign – was treated as an isolated incident rather than part of a carefully orchestrated strategy. When Georgian leaders warned that Ukraine would be next, the Obama administration ignored them, dispatching Secretary of State Hillary Clinton to Geneva to meet her Russian counterpart and present him with the infamous “reset” button. When Baltic and Polish leaders pleaded for increased NATO deployments and warned about the Nord Stream pipeline’s security implications, they were dismissed as paranoid.

“The Western Europeans pooh-poohed and patronized us for these last 30 years,” former Polish foreign minister Radosław Sikorski told Politico in 2022. “For years they were patronizing us about our attitude: ‘Oh, you know, you over-nervous, over-sensitive Central Europeans are prejudiced against Russia.'”

The Lost Victory

Meanwhile, inside Russia, Putin was perfecting the playbook that would eventually transform the West itself. His ideologues, like Alexander Dugin, weren’t just discussing Russia’s future – they were designing a blueprint for dismantling liberal democracy from within. Dugin, and the influential Izborsky Club think tank, understood that the key to defeating Western values wasn’t to challenge them head-on, but to turn their contradictions against themselves.

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It wasn’t that Dugin had anything particularly compelling to offer. His vision of a post-liberal world order where traditional values trump individual rights was hardly original. But when he sat down with Tucker Carlson in April last year to present Putin as the defender of traditional values against the decadent West, his message resonated with conservatives because too many Westerners felt that liberal values had become hollow promises. 

Many studies, like this from the Pew Research Center, showed that Americans were rapidly losing faith in their institutions. Rather than addressing these grievances, the Western establishment preferred to blame disinformation and foreign interference, dismissing citizens’ concerns and creating resentments that Putin proved masterful at exploiting.

Putin was also methodically building a global coalition that extended far beyond the West. While Western media focused on Russia’s influence operations in Europe and America, Moscow was crafting a different narrative for the Global South. In Africa, Russian embassies bombarded newsrooms with op-eds positioning Russia as the successor to the Soviet Union’s anti-colonial legacy. The message was simple but effective: Russia was fighting Western imperialism, not waging colonial war.

Engineering the West’s Downfall

While Western governments spent billions setting up fact-checking initiatives and disinformation monitoring centers – always reacting, always one step behind – Putin was methodically building loose, agile networks that tapped into genuine popular anger about Western hypocrisy and double standards.

Putin’s triumph lies not in offering better ideas or values – democracy, individual rights, and rule of law remain powerful ideals. His genius was in exploiting the growing gap between these principles and people’s lived experiences”

The West’s reactive stance allowed Putin to continuously set the agenda. The vast “counter-disinformation” industry – now effectively destroyed by Trump’s aid cuts-  focused on debunking individual claims but consistently missed the bigger picture. From RT Arabic’s dominant position in Lebanon to coordinated social media campaigns across Africa, Putin crafted narratives that positioned Russia as the champion of all those who felt betrayed and marginalized by the Western-led order.

“Russia’s message lands well and softly,” one editor from Johannesburg told me during a gathering of African editors in Nairobi in 2022. “The challenge for our team is to objectively navigate overwhelmingly pro-Russian public sentiment.” 

The success of this strategy is now undeniable. And yet, Putin offers little in return for his repudiation of the West. Democracy, individual rights, and rule of law remain powerful ideals. His genius was in exploiting the growing gap between these principles and people’s lived experiences, a gap that Western establishments proved unwilling or unable to address.

This blind spot – coupled with the West’s inability to imagine losing – became the so-called free world’s greatest vulnerability. While liberal establishments were congratulating themselves on the “end of history,” Putin was methodically working to rewrite its ending. While they dismissed the appeal of traditionalist values as backwards and parochial, he was building a global alliance of like-minded leaders and movements. 

Putin’s victory was never inevitable. At each step, Western institutions had opportunities to recognize and counter his strategy. Instead, their conviction in their own righteousness led them to consistently underestimate both the threat and the extent of their own failures.

Today, as Russian state media hosts celebrate their triumph and Trump prepares to negotiate Ukraine’s surrender, the scale of Putin’s achievement is breathtaking. He has succeeded where generations of Soviet leaders failed: not just in resisting Western influence but in fundamentally transforming the West itself. 

The Cold War’s new ending is exactly as Putin scripted it. Not with the triumph of Western liberal democracy, but with its possibly fatal weakening. The Kremlin’s guiding framework—where power is truth, principles are weakness, and cronyism is the only real ideology—now defines the White House as well.The question isn’t how we got here – Putin told us exactly where he was taking us. The question is whether we can finally abandon our arrogant certainties long enough to understand what happened – and what comes next.