This document discusses big data and its application for customer leadership. It notes that while big data is widely discussed, few organizations truly understand how to implement it. It also outlines some key statistics on the growth of data, including that there will be 21 billion connected devices by 2020. The document argues that customer data and insights are shifting from basic demographic data to actual behavioral data captured through digital activities and transactions. It stresses that organizations need to ensure their data provides a rich understanding of customers rather than just internal business processes. Overall, the document advocates that leaders develop a deep understanding of customers through big data to guide business strategy and decisions.