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Nelson Mandela was not Big Data

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You heard it right!

Nelson Mandela managed to successfully campaign against apartheid not because he was equipped with Big Data. He simply told a strong and powerful story.


Yet businesses are trying to make big changes using Big Data. The biggest tool for marketing is persuasion. It is only possible to persuade using a strong story. People are not influenced by charts. They identify with a story.

Nelson Mandela's strong story persuaded people. Apple, Google, Facebook, and now Amazon have become strong stories. Consumers, investors, journalists, and decision makers identify with them. Making a change requires a strong story. 
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