"Thank You For Your Sacrifice."

Reframing Our Cultural Narrative

I’ve never shared this publicly, but I’m not really a big fan of Veterans Day.? Wait, what?? That’s a whole other story for another day.? But with every Veterans Day, I find myself reflecting on what it truly means to serve — not only in uniform but in the years that follow. I believe there’s a better phrase that captures the experience more deeply than “thank you for your service” and that is,

“Thank you for your sacrifice.”

For those who have served, the sacrifice goes far beyond physical risk in the line of duty. We often return home with a changed identity, carrying both the visible and invisible marks of that sacrifice. Physical injuries, mental health challenges, and the enduring effects of traumatic experiences all combine to create a life that is forever shaped by a commitment to others. This reality — this living sacrifice — is what I believe needs a louder voice in our cultural narrative.

[Timestamp: Minute 6:03 for that "Moment"]

Forged in the crucible of our nation’s longest war, post 9/11 veterans and their families have become this “living sacrifice” with a powerful, untapped resiliency that could transform a nation.

But what exactly does that mean? Clarity is power!

When I say, “living sacrifice” I mean, Military Service = Sacrifice with these five key markers in mind:

1. The Physical and Mental Toll: Service (the sacrifice) takes a toll on our bodies and minds. From chronic pain and physical injuries to the emotional impact of PTSD and depression, many veterans live with the effects of service long after they’ve hung up their uniforms.? I often say, “It’s not the age, but the mileage.” ?These aren’t “battle scars” in the poetic sense. They are ongoing experiences, daily reminders of the cost being a living sacrifice.
2. Loss of Stability and Predictability: Service (the sacrifice) means giving up the comforts and predictability most civilians take for granted. The constant relocations, time away from family, and high-stress environments lead many veterans to return to a civilian world that feels unfamiliar and difficult to navigate. The lack of stability during and after service becomes a constant companion.
3. Transformation of Identity: Military service (the sacrifice) reshapes your character and forever alters your DNA. It’s not just a job; it’s an identity and destiny. For many veterans, the transition back into civilian life can feel like leaving behind a part of themselves. This shift creates a deep sense of transformation, often leaving veterans searching for new ways to define themselves in the civilian world.
4. A Lifetime of Bearing Witness: Service members witness the best and worst of humanity. They carry the weight of conflict and loss (the sacrifice), and these experiences don’t just disappear when they step back into civilian life. They become a part of our story, one that is often invisible to the outside world but deeply present every day.
5. A Lasting Commitment to Serve: Even after service ends, veterans continue to feel a strong sense of duty — to each other, to the nation, and to the communities they call home. For many, the sense of service (the sacrifice) doesn’t retire. Instead, it transforms into new ways of contributing, mentoring, and advocating for others. This ongoing commitment, this living sacrifice, becomes a legacy that veterans carry forward.

So why am I sharing this now? So, what? Why does it even matter with all the other competing priorities in the world today? Why should I even care?

• Because I believe it is time to start a national dialogue in seeking a new sacred honor that is proportional to that sacrifice.
• Because once we see this as a tribe, it may well spark a movement that will transform our community.
• Because once we help civilians see, feel and experience our sacrifice on their behalf, their is every chance, we will transform a nation and sustain that All-Volunteer Force for generations to come.

BUT…

When you examine the root causes of where we are in this moment in time, you begin to see

• A nation that is indifferent to the sacrifice
• A goliath like system that no longer works
• An opportunity for our tribe to unify in One Mission – One Fight – As One!

This is a once in a lifetime generational shift, meaning, if the All-Volunteer Force is to thrive in the future, we must have a deep cultural and moral foundation by which to sustain it. “Thank you for your service” is no longer enough. We must go deeper in a hearts and minds campaign, in an oath-to-oath exchange, a solemn promise, a sacred contract between veterans and this nation, trailblazing this new sacred honor that is proportional to the sacrifice.

We are in need of a whole nation approach.? Reformation of structure is key.

This Veterans Day, let me be the first to say to my brothers and sisters, all around the world,

“Thank you for your sacrifice.”

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Eddie Dunn is the Founder of the Civilian Ready Foundation - A Reboot Transformation Experience for transitioning service members and veterans. He is also the author of the Veteran Ready Playbook, a new standard in employer excellence that improves organization performance, increasing revenue growth, by hiring veterans more effectively.