The book is written as a collection of essays to make it easier for small businesses to carry out big business secrets of converting data into valuable knowledge. The information draws from doctoral research and years of experience in business development, education, and consulting. It explains a big business secret called the indirect effect leading to gems in hidden data leading to great ideas and opportunities. Think about what makes running a business challenging. Uncertainty is probably number one challenge. Lack of resources is probably number two challenge. The third is facing an enormous amount of digital data. A study by researchers at MIT's Sloan School of Management concludes businesses guided by data have increased output and profitability.