And so the book has finally been written about Big Data . This new book, Big Data: A Revolution That Will Transform How We Live, Work and Think – written by Oxford University professor Viktor Mayer-Schonberger and The Economist journalist Ken Cukier – is the definitive guide to a new age which, both authors promise, is going to revolutionize the way we live, work and think. But “we are still in the first inning” of this age, Cukier says. So what are the business opportunities right now, I ask them, for startup entrepreneurs wanting to unlock new economic value in the big data economy? Healthcare and automotive, Cukier argues. Education, Mayer-Schonberger adds. But both authors also recognize the dangers of a big data age in which we flesh-and-blood humans might be in danger of ourselves being reduced to mere data.