As accumulated information has become a top-line asset in large companies, the ability to tap into it and release value from it is not growing to match in most traditional firms. Yet this information is currently growing exponentially and becoming a challenge in its own right. Enter Big Data, one of the year's most interesting technology stories. Big Data offers the promise of reaching the value that's increasingly moving outside the scope of traditional IT approaches to deal with in using innovative new technologies. Smart organizations can apply Big Data methods to solve existing business problems, implement new business models, and drive growth in innovative new ways. That is, if they can find a way to move beyond their parochial ways.