I found this thought-provoking article from a consultancy working in the private equity operational improvement sector, which challenges the idea that Big Data and AI can solve everything. Data is important, and when I think back to how portfolio companies collected and used data 20 years ago, businesses are in a much healthier place now - but it is also too easy to forget the emotional & psychological interactions. I have seen some investors try to reduce investing down to a spreadsheet, even the management judgement. At oxford Capital, we never forget the human side is what makes the difference - the x-factor - and make a point to spend as much time getting to know the people as we do the data. Portfolio companies are encouraged to take the same approach targeting their customers.