Bravo ! About time the data industry had an adult voice. I thought I was back in the 1980's ! The Big Data failures are testimony that the data industry is shipwrecked without this overarching idea. Looking forward to participating in this conversation, and confident these ideas will find the language, branding and the channels to go viral, and get a legitimate seat at the table with contemporary manifesto concepts like "App", "Cloud", "Mobile" and "Agile".