Big Data portrays a sexy narrative to competitors (which creates FoMo). However, the reality is it's a little overhyped because around 8/10 organisations implement big data projects but only 27% turn out to be successful projects (InformationWeek) which means essentially 73% waste a lot of money. $$$
Instead I propose we aim for "good data" first accompanied by "big data" second. Or in proper words: high quality and high quantity data.
Also, what actually classifies as big? How big does big data have to be to grant the title of big data?* Well, big I guess.