In the enterprise, data is information and we need to make sure that the human factor comes into that. We connect the dots. Because we have to move information into insights. What did we learn? Then we have to move it into implications. What does that mean? And then we have to finally move into recommendations. What are we going to do about it? And that Triple I-R pathway, that information to insights, to implications, to recommendations is what we have to deliver to our clients and we use our imagination to do that.