How do I Reset Sync History in Lion 10.7?

I am having some incredibly frusterating sync problems with Lion and my iPhone. The problems started suddenly. Basically syncing goes through the routine but when it's all done the Address Book hasn't synced propertly.

I found some solutions like the one below:

http://support.apple.com/kb/ht1692

and http://forums.macrumors.com/showthread.php?t=989277

But they call for the user to Reset Sync History either via iSync or in iTunes... but I can't find either of those options in 10.7 and iTunes 10.

Anyone know how I can fix this problem?