Everyone makes dozens of decisions every day – from swapping that Starbucks latte with extra hazelnut syrup for a healthy green tea brew, to opting for a t-shirt made from sustainable fabric over a trendy floral summer dress, or even deciding on the next steps after a competitor unexpectedly unveils a new product line. Decisions shape every moment of our personal and working lives. Most of these decisions are made without much thinking or formulating different options, whereas others require a more profound evaluation of consequences, implications and alternatives. Often, however, we are not given the full picture of the situation – information is imperfect, and chances are high that essential aspects are left unconsidered. Today, however, people are tired of opacity, insecurity and vagueness and they are increasingly demanding full transparency when it comes to product and corporate information. This is the spirit of what many companies are starting to experience, and it has enormous effects on the way data is regarded and handled in those companies.