ABSTRACT
Talking about the bullshit qualities of big data gave the audience something to laugh about afterwards. It also enabled them to feel a sense of superiority to those idiots back home who actually believe in all that nonsense. Big data is not the only modern myth which works like this in modern organisations. Many organisations do not need big data – what they need is less expensive and more modest solutions to actually get the job done. However, they do find 'big data' is very useful for presenting a positive image of themselves. The willingness of firms to spend millions indulging in big data may not be due to the significant results it yields. It should be no surprise that entrepreneurs find their own brand of bullshit so beguiling. A study of entrepreneurs in London found that developing an appealing story seemed to hinge on creating the right image.
