How to Translate "Jihad"?

I'm often asked this question by students. And my advice is simple: that's the wrong question; we need to ask how the bin Ladens of the world use the term "jihad." And them I show them this slide. It's a clear example from the Khalifa.com website. Note that the Prince (Ameer) of Jihad serves under the Khaleefah in his capacity as commander-in-chief of the military, and not of the Department of Becoming a Better Religious Muslim.

I know that for many Muslims jihad is a personal inner-religious struggle. But those Muslims aren't the ones who are...blowing people up or talking about "saving" the world with Shari'a and a global Khalifate.