In the global era, information has become a geo-strategic asset on which all military operations depend. However, information superiority is more than just the ability to muster superior information for the accurate and timely application of force. It is also the ability to compete in an increasingly complex and globally connected information environment wherein successful "textbook" tactical actions may risk serious strategic reverses or political "blowback." Senior Department of Defense (DOD) leadership was quick to recognize the importance of systematizing the military's approach to coordinating action in the information sphere. As a result, in quick succession, Information Operations (IO) evolved from a collection of supporting capabilities to a core DOD competence. However, the process of adapting and employing this capability has proven neither easy, nor straightforward.