Conversely, if your big data projects aren't blowing up your current business processes, then you too are doing it wrong. You have to hit the reset button on everything from your company strategy and processes to what you think you know about your business. Yes, big data means a complete reinvention of your business--if not immediately than shortly. It may be messy and it may require your CEO to wear the brown pants for much of the trip, but reinvention is necessary if it is true competitive advantage that you seek.