The Allure of ‘Cool Guy Stuff’: What We Often Overlook

In the protection industry, it’s easy to get swept up in the allure of what I like to call the “cool guy stuff”—the tactical maneuvers, advanced gear, and action-packed scenarios. But often, the most critical elements of keeping people safe are the ones that don’t scream Hollywood. Think of that animated clip where the message is drowned out by noise, like this one: it’s funny but also reflects a serious truth. Behavioral understanding—unflashy but essential—often gets tuned out, even though it’s what can actually save lives. This article dives into one such incident, unpacking the critical lessons hidden beneath the noise.

Analyzing the Incident: Separating Perception from Reality

In the early reports and information provided on the murder of the CEO in New York, there was much speculation from individuals analyzing the movements and actions of the assailant. These individuals observed suggested he was professionally trained, possibly former military, etc. Their conclusion was this was a “professional hit.” I want to give you my perception that begins in the video when the shooter appears and presents a firearm. His draw came down on the target (not a tactical method) instead of pushing out to the target. He experienced a critical malfunction with the firearm and was able to clear it. However, he did not clear the jam using a method consistent with that of a trained shooter. I do not want to get caught up on firearm details and lose sight of the points to be made. Having said this, a Type 1 malfunction requires a Tap (the bottom of the magazine), Rack (ejecting the blockage, i.e., jammed round), and finally, firing.

Part two of what I have read states he moved methodically toward the target like a trained person would. This is true; he was hyper-focused on his target and was not distracted by onlookers in the area, even someone exiting the hotel during the attack. This is where behavioral understanding comes into play, and I will explain.

Behavioral Understanding: A Tool for Violence Prevention

Cognitive Aggression vs. Primal Aggression: Key Differences

I am constantly writing educational pieces on understanding behavior and how what is presented is essential to the Executive Protection Practitioner. This incident clearly illustrates behavior directly from my instruction. This individual was a Cognitive Aggressor who was more likely at Stage 9 of his aggression or possibly Stage 8 (see Illustration 1 from our curriculum).

In the video of the attack, you witness a person intent on harming someone. The person is hyper-focused on the target of his aggression, in this case, the CEO. This accounts for his methodical actions, which appeared to be tactical. Once again, this is not due to advanced training but to his intent to cause harm. Illustration 3 defines Cognitive Aggression as deliberate and calculated, often driven by long-term grievances or negative thought patterns. This deliberate focus aligns with the attacker’s behavior and further clarifies the distinction between tactical training and intent-driven action.

From Speculation to Insight: Lessons Learned from the UnitedHealth CEO Case

After reading the company’s posting about the death of its CEO, I noticed the reactions to this announcement (see Illustration 2). Of the 23.8 thousand reactions just before midnight on December 4, 2024, 19.6 thousand were “laughing” reactions. Comments were turned off, but further review of previous postings showed that the business received many complaints about decisions on healthcare coverage for its members. This finding supported my initial thoughts; this was a person who felt wronged and was seeking revenge. Illustration 3 highlights that cognitive aggression often stems from grievances that escalate into deliberate actions, as observed here.

This morning, reports surfaced that the shell casings had the words “Deny, Depose, and Defend” inscribed or written on them, bolstering my observations and initial assessment.

Practical Applications for Professionals in Risk Management

So why are these behaviors important since the target is deceased? I will not spill into failures or procedures of what was done and what was not done to protect this person. Instead, let’s focus on how understanding behaviors can assist intelligence analysts, risk assessors, and field practitioners in identifying potential threats against their principals and interceding before injury or death is caused. This also applies to the general public in preventing active violence in schools, churches, and other sections of our communities.

We all will experience aggressors at some point, and you will likely have dealt with a primal aggressor in your daily life. In Illustration 4, you will find my full definition of the Primal Aggressor, but in short, primal aggression refers to aggression that is impulsive and emotional, triggered by fear or anger. These people can cause harm to our principals or others, but the reasoning for their aggression differs from that of a Cognitive Aggressor. In short, the Primal Aggressor is not someone who planned their attack but, because of their emotional state, acted out violently. Illustration 4 further explains that primal aggression is instinctual and often tied to a “fight, flight, or freeze” response.

The common denominator between the two aggression types is the inability to cope. I teach behavioral understanding through the stages of someone who may be on their way to committing violence; it begins with Stage 0 – Someone Coping with stressors – to Stage 9, as in Illustration 1. The point is to intercede and stop the increased likelihood of someone being violent as early as possible. In our daily management of keeping people safe, we work to harden vulnerabilities in case a threat should present itself. Sorry, I have to go there, but preventing a fire is much safer than putting the fire out.

Here are some ways behavioral understanding helps us.

How Understanding Behavior Assists Professionals in Preventing Violence:

• Intelligence Analyst
  • Identifies behavioral patterns that signal potential threats or planned violence.
  • Recognizes pre-operational surveillance or adversarial intent through behavioral cues.
  • Enhances situational awareness by analyzing indicators of escalation in targeted environments.
• Risk Assessor
  • Evaluates individuals or groups for behaviors that suggest heightened risk of violence.
  • Develops effective mitigation strategies by identifying triggers and potential stressors.
  • Anticipates violence by recognizing precursors and addressing vulnerabilities proactively.
• Executive Protection Practitioner
  • Detects and neutralizes pre-attack indicators through behavioral observation.
  • De-escalates threatening encounters by understanding and addressing aggressors’ motivations.
  • Enhances situational readiness by monitoring shifts in a crowd or individual behavior.
• Law Enforcement
  • Identifies behaviors that suggest potential violent intent during patrols or interactions.
  • De-escalates conflicts effectively by recognizing and responding to signs of aggression.
  • Protects public safety by intervening early based on behavioral risk assessments.

How Understanding Behavior Assists in Preventing Aggression and Violence for Non-Industry Professionals:

• General Public
  • Identifies early warning signs of escalating aggression in others to avoid confrontation.
  • Responds effectively to tense situations by recognizing and de-escalating emotional triggers.
  • Protects community safety by alerting authorities to concerning behaviors.

• Churches
  • Recognizes behaviors that may indicate a threat or intent to disrupt services.
  • Diffuses potential aggression through compassionate engagement and early intervention.
  • Training staff to identify and respond to warning signs creates safer congregational spaces.
• Schools
  • Identifies students showing early indicators of aggression or violence for timely intervention.
  • Prevents escalation by addressing conflict through behavioral awareness and de-escalation techniques.
  • Promotes a safe learning environment by equipping educators with tools to manage and mitigate potential threats.

Bridging the Gap Between Training and Real-World Scenarios

Our language in the profession undermines understanding the skills and knowledge needed to afford our charge’s proper safety. A prime example of this is our terminology of “soft skills vs. hard skills.” What I often speak about has been anchored to the idea that subject matters are soft skills when, in fact, they are not. The skill sets we build are the foundation for providing the best protection possible to our communities. So, the next time you are allowed to participate in training, I ask you to assess your end goal and identify how the information and knowledge shared will help you achieve those goals.

Final Thoughts: Unpacking the Lessons and Moving Forward

I am sure this incident will be discussed for years to come. What happened teaches many lessons, including what should have happened and what could have been done differently. There is a lot to unpack. However, as professionals, we must wait for the facts to present themselves and make a proper assessment.