There is so much happening around us that we often forget why we're even paying attention. Desperate to make sense of all the information in our possession we strive to find meaning and ask, "what does the data say?" Then we evaluate the data and make decisions that seem statistically sound. But in our desperation to find answers, did we forget to collect all of the data we should have? Or were we too caught up to note that we only used data that was freely available and easy to find? Or maybe we stopped searching as soon as we found information that confirmed our existing beliefs? Success in today's rapidly changing global markets increasingly counts on an organization's ability to consume and assess large volumes of fast-moving data. But in our rush to keep up, we can make hasty decisions that rely heavily on machine-generated calculations, outdated personal perspectives, and irrational biases.This book is targeted at business executives who seek to understand how we can extract meaningful context from the human aspects of business that are tough to quantify. The material is a direct result of the author's research in the social sciences as he seeks to understand what drives people to engage in commerce and how modern businesses should adapt to thrive in a hyper-quantified, distraction-prone commercial environment.The book is structured into five chapters, each covering a specific factor: Culture, Empathy, Diversity, Momentum, and Judgment.The first two chapters, Culture and Empathy, draw attention to the social and emotional relationships between humans and businesses. The chapters on Diversity and Momentum prompt us to think differently about human resources and innovation. And the closing chapter, Judgment, shines a light on the subjectivity of ethics and the factors that influence the way we make decisions.