From the Depths
A Myth Of Our Own Time
In our time, people are in the habit of thinking of mythology as something that only comes from the distant past, from a Golden Age, a Classical Era.
Generations upon generations of human beings have labored to achieve the insights inherent in the objects that we now regard as too cheap, or too profane, to merit our notice.
No matter how immense our collections of statistics about consumer behavior may become, Big Data won't be able to guide us in the creation of enduring consumer experiences unless we have a rich qualitative understanding of the cultural and psychological contexts in which these statistics operate.