“Hit first! Hit hard! Keep on hitting!! (The 3 H's)”
p274 https://archive.org/stream/memoriesbyadmira00fishuoft#page/274/mode/1up
Memories (1919) https://archive.org/stream/memoriesbyadmira00fishuoft#page/n0/mode/2up
p. 273. https://archive.org/stream/memoriesbyadmira00fishuoft#page/273/mode/1up
Memories (1919) https://archive.org/stream/memoriesbyadmira00fishuoft#page/n0/mode/2up
At the 1st Hague Peace Conference, May 1899
Quoted in Dreadnought: Britain, Germany, and the Coming of the Great War https://books.google.co.uk/books?id=pEf98V-dbwoC&pg=PA431&lpg=PA431&dq=jacky+fisher+moderation+in+war+imbecility&source=bl&ots=UsLopgdefe&sig=FA9GN8mdf4T3qRbja8zCWvNWlzk&hl=en&sa=X&ved=0ahUKEwj9quGN6abTAhWCJMAKHds2C2cQ6AEISTAH#v=onepage&q&f=false(1991), Robert K. Massie, p. 431.
This originated from the notes of the journalist W.T. Stead, quoted in full in Fisher of Kilverstone (1973), Ruddock F. Mackay, Clarendon Press, p. 223.
Context: The humanising of war? You might as well talk about the humanizing of Hell!...... The essence of war is violence! Moderation in war is imbecility!..... I am not for war, I am for peace! That is why I am for a supreme Navy....... The supremacy of the British Navy is the best security for peace in the world...... If you rub it in both at home and abroad that you are ready for instant war..... and intend to be first in and hit your enemy in the belly and kick him when he is down and boil your prisoners in oil (if you take any), and torture his women and children, then people will keep clear of you.
Letter to Churchill, dated 16/1/1912, quoted in The World Crisis, Vol 1, 1911-14 (1923), Churchill, Thornton Butterworth (London), p. 140.