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.