Here's a question, would you have invented the car by looking at big data? Would Netflix have come into existence looking at big data? The question is will big data lead to great leaps or simply improve performance in the existing paradigm? I think this is a critical question as you look at your business. If a paradigm shift is needed and you're focused on your data dashboard are you going to see the need for a major shift? The case can be made that some of the most innovative decisions would not be revealed in the data. That heads down in the data companies would not see these major shifts in thinking. Maybe I'm wrong, maybe there's a set up that would have resulted in inventing the car. It seems unlikely to me. Maybe it would have resulted in more brown horses or white horses or a faster horse or some aspect that is different, but it's still a horse. Even from an optimization standpoint it seems like you need to make sure that you're asking the right questions and that you have the right data for the correct things to be revealed.
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