“Big data have the potential to improve or transform existing business operations and reshape entire economic sectors. Big data can pave the way for disruptive, entrepreneurial companies and allow new industries to emerge. The technological aspect is important, but insufficient to allow big data to show their full potential and to stop companies from feeling swamped by this information. What matters is to reshape internal decision-making culture so that executives base their judgments on data rather than hunches. Research already indicates that companies that have managed this are more likely to be productive and profitable than the competition.” Strategy&