The concept of 'the data will tell you what to do' is an appealing notion to many individuals. We all know the old adage, “Nobody ever got fired for choosing IBM”, as the IBM products and services was the safe and conservative choice for companies and organisations. Making decisions based solely on objective information without subjective judgment or imagination may shield one from blame or potential consequences if things go wrong. All big data comes from the same place - the past! Therefore, if you rely excessively on historical data this can lead to dangerous future for yourself. Although this approach may work in the short term when tomorrow resembles yesterday, it becomes highly risky in the long term, especially when significant disruptions occur.