05/26/2026
I recently returned from London with a collection of B-Roll photos—planes, trains, automobiles, and the 17th-century pubs of Greenwich.
On their own, they’re just files on a drive. They only become a story when they are placed into a framework—a timeline, a map, or a narrative of urban renewal.
Your enterprise data is the same.
AI vendors will sell you the planes and trains (the technology), but without a metadata framework, you just have a pile of unorganized footage.
To move from statistical guesswork to Organized Intelligence, you have to define the business logic first. Otherwise, you’re just paying for expensive storage of things you can’t find and stories you can’t tell.
Let’s stop collecting B-roll and start building the highway for your information to travel on.
- Joseph Busch