Inc.

When Big Data Runs Into a Little Reality

If you don’t build a capability early in your startup, you’re unlikely to get to it later

IN 2013, WHEN MY CO-FOUNDER AND I started Iodine, we—like pretty much any startup—suffered from certain delusions of grandeur. Our slick slide deck touted our esteemed pedigrees, our unfair advantages, and our uniquely brilliant business idea. We were talented, experienced, and absolutely original.

In truth, we were riding in on a pretty crowded bandwagon—one called big data. We, like a lot of

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