Author and entrepreneur Seth Godin once said that “Marketing is no longer about the stuff that you make, but about the stories you tell.” Even for those folks who’ve never so much as heard of lead-gen or nurture programs, the importance of relevant content and compelling narrative has never been so necessary as it is today — especially because the digital sea is brimming with the wreckage of too many voices with far too little exposure.

A few nights ago, I was sitting on my couch about to get down with a bottle of wine and some Netflix. I grabbed my phone and opened the XBox SmartGlass app, which basically works like a virtual game-slash-remote controller. As I was mindlessly scrolling, my dude and roommate — an audio engineer — walked in with his iPad, frustrated and annoyed that this new interface app he’d downloaded allowed him to create and manipulate different sounds, but didn’t automatically sync up with his main program, or allow him to save audio files to Dropbox.