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In recent years, the terms big data and business analytics have moved beyond buzzwords. From tech companies and banks to retailers, governments, and social organizations, everyone is exploring how to harness data to make smarter decisions, unlock new value, and build a more sustainable society.

Over the past decade, I have had the opportunity to work with numerous companies and start-up projects. To be candid, the majority of them ended in failure, with only a handful still operating today. These experiences have shaped my reflections: why do some promising ideas never take off, while others -sometimes simpler in concept - manage to survive and even grow? Throughout this journey, one recurring theme has drawn my attention: the role of software systems. Often overestimated, sometimes misunderstood, their actual impact on a start-up’s fate is far more nuanced than commonly assumed.