The document discusses challenges with managing and analyzing large amounts of data, and how predictive intelligence and "just enough" data can help businesses make better decisions. It covers how most predictions begin with an educated guess, and activities like "straw modeling" and "data by design" that use readily available information and common sense to form initial hypotheses. The key is validating guesses with real data, and designing data collection strategies to focus on the most relevant and actionable sources of information.