Nowadays data is scattered everywhere. Buy a smart device and you are able to collect more than enough data. Invest in a CRM or ERP application and you will get attractive applications and dashboards. Thousands of companies have done so, but despite of the available technological advances, they are unable to capitalize the full data potential. The one and only reason for this is what we call ‘technology blindness’. Organizations forget that technology is a tool to support the business operations and often ignore the need to evolve their processes and human resources, to maximize the use of technology and data.