"If you want a tribe, then the chief has to be a member of the tribe, " says Godin, whose book Meatball Sundae: Is Your Marketing out of Sync? (due out in December) talks about how big companies often bungle communication on the Web.
Nobody wants to weed through their vast music libraries to figure out what to sync with iCloud and what to leave out to make it under the different gigabyte thresholds we just want to sync it all and not worry about it.