We are now solidly in the era of big data, where computers are capturing and processing the details of everything we do with all our interconnected devices in real time. Businesses see this as the Holy Grail for finally being able to predict who, where, and when customers will buy their existing solutions, and what their future solutions must look like to be attractive.
By some estimates, humankind now captures the same amount of data in any two days than in all of history prior to 2003. That’s a lot of data, but the jury is still out on whether technology can make any sense of the data, or derive new meanings from it in our fast-paced and rapidly changing world. So far, we haven’t been very good at predicting the future in life or in business.
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