With data crush, an overwhelming mass of information becomes readily available to individuals and companies. While things we need and want have become increasingly and conveniently available to us, it has also become harder to protect ourselves from deeper analysis of our psyches (re: spending habits). Christopher Surdak, a recognized expert in information security and regulatory compliance, believes that companies must use data analysis in order to survive in this economy. In his book Data Crush: How the Informational Tidal Wave is Driving New Business Opportunities, published by AMACOM, Surdak argues that if your company does not have a data literate expert - that is also business savvy - it will not survive the next three to five years. Surdak cautions, however, that companies should never know too much about their customers. Companies can anticipate what their customers need before they even know they do, but companies should not overemphasize when marketing to consumers. AMA is a world-class leadership development provider in more than 40 countries worldwide. Our training is internationally recognized by nine professional associations and the majority of the Fortune 500 companies.