Seven simple yet powerful questions to manage data overload and make better business decisions. The explosion of data is leading to a decision implosion. Today everything is tracked, measured, and compared, but to what end? Information is supposed to make us smarter, but more often than not it simply overwhelms us. The authors of Drinking from the Fire Hosetopple conventional wisdom, showing that today's challenge is not the volume of data but rather the judgment to use it. They demonstrate how to transform raw numbers into information and information into insight. They offer seven questions to help readers get to the data that really matter. And they reveal not just how to analyze information, but also how to convey your results with maximum impact. Frank and Magnone draw from their experiences with numerous start- ups, as well as iconic brands such as American Express, IBM, and Microsoft. Their case studies include untold stories from those brands, and fresh looks at companies like Starbucks, iRobot, and Kodak, and recent events outside the business world.