Whilst Pramod aims this article at "non-technical" readers it behoves everyone to review this. Too often vendors and suppliers live in the technology envelope of their words and extol the unending benefits of their pieces if the jigsaw. Salutary reminder that all the data and algorithms in the world did not forecast with actionable insight the 2008 Crash or the Paris bombings. Big, or complete, data is part of a multi-faceted set of challenges and potential solutions that straddles structured & unstructured data, analytics & BI, data scientists, analysts and the majority- business and operational workers and the largest conundrum PEOPLE who usually don't follow an ordered and predictable approach to life