Afghan Campaign 'Woeful' - Gen. Sir David Richards

Sir David also criticises the military establishment for being ill-prepared and with a “rather amateurish approach to high-level military operations verging on the complacent.” He also tempers his remarks by arguing that the war in Afghanistan can still be won and expresses his “clear faith” that “the British Armed Forces are now handsomely proving that they have the ability to reform and adapt”.
In 2006, Sir David had a major row with Air Chief Marshal Sir Jock Stirrup, the then head of the Armed Forces, over the failure of British officers to co-operate fully with Nato’s command structure.

Sir David, 11 years of failure is pack-up time. Long past it. It's not reform and adapt time. That was maybe in 2003. As for developing a strategy, aren't you supposed to have a strategy before you invade a country? You're the general.  More here.