The Importance of Knowledge First

In a data first world, it's all about the object of the data that you're collecting. The context is actually the most important thing and like how are people doing it what are they doing with it. So if you think it's a week when people ask so what does that mean like that's the knowledge part that we need to understand. What is the knowledge that lives in people's heads and thinking about how we actually embed that use technology to actually embed that.