Sun Tzu's a bumper sticker in and of himself. Many of his processes look inward and assume a static enemy who will make predictable mistakes.

That said, I agree that much of the military isn't suited to conduct IO. Neither are the majority of civilian agencies and governments. You want IO? Get a good marketer. Get the guy who created the ESPN ads. Governments don't do IO well because all they care about is influencing themselves. IMO, anyhow.