Exploiting big data is both a technical and managerial challenge. There are many resources for learning about the technical side of this challenge (including this blog!). But there are fewer resources out there that talk about the challenges of weaving a big data mindset into your day-to-day business operations. Established businesses have methods and procedures in place that are often resistant to change. Start-ups have fewer impediments to change, so researchers at the University of Cambridge have turned to startups as the ideal candidates for studying how businesses can exploit big data, with an eye towards generating insights useful for established firms.