Data does not inherently create meaning - we impose meaning on data through analysis and interpretation. With massive amounts of big data, we have the potential to make bad decisions quickly if we do not think critically about what the data means and what other possibilities exist. As managers, developing critical thinking skills through fields like humanities is important for properly analyzing big data and avoiding misuse or misinterpretation that could have serious consequences for a company. Innovation requires questioning existing frames of reference and assumptions in order to find new opportunities.