"What a newspaper needs in its news, in its headlines, and on its editorial page is terseness, humor, descriptive power, satire, originality, good literary style, clever condensation and accuracy, accuracy, accuracy."

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The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.

— Martin Lindstrom