Big data is the big message that technology vendors have been pushing in the business intelligence and data market in the last two years. The response from the market has been one of ambiguity, and to a degree of misalignment of definitions and understanding. Clearly the three Vs (Volume, Velocity, and Variety) have begun to emerge as a common theme, if not as the defining characteristics of big data. By focusing too much on the shape of big data, though, we are in danger of thinking purely in technology terms, when we should be concentrating on the business outcomes that it can deliver.