The value of big data to a company must be distilled down to the set of business outcomes it can affect. More simply, the value of big data is not the size of the data but the specificity of the decision where big data is applied. Big data technologies promise access to any data so managers and IT should work together to ask, “What three questions can I ask that if I had the answers they would change the way I run my business?” Or for individual managers, “What 3 questions could I ask that if I had the answers, I would exceed my management business objectives?”

These examples reduce “Big data” and “ask everything” to “three questions”. Therein lies the value of big data and the big data jujitsu method – reduce the complexity and vagueness of ‘big data’ hype to the one, two or three questions that if answered have the greatest impact on your business.