For 30 years, we believed data needed to move to become valuable i.e. lift it from transactional systems, shift it to warehouses, and dump it into data lakes. But this mindset has become a trap - costly, rigid, and painfully slowing the business.

I began my career building transactional systems and moving data around for every imaginable purpose. Over time, I evolved into roles as a Data Analyst, Data Architect, and Consultant, spanning industries and working at both operational and strategic levels. A common thread in every project I encountered was clear: the more data was moved, the less likely the project was to succeed. In my first attempt to solve the data problem, I fell into the same trap i.e. trying to fix it by creating yet another tool that moves data around. It didn’t take long to realise that there were already countless tools out there, each doing a similar thing.

But with AI, the story has fundamentally changed. Today, we have a unique opportunity to transform how data challenges are approached, enabling businesses to make faster, more informed decisions by activating data directly, without endless movement.