Friday, December 6, 2013

Nelson Mandela was not Big Data

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.