If you think of the word “data”, what image springs to mind? Most of us would probably say computers, numbers or spreadsheets. In some senses, that is entirely correct: today’s digital economy is so dependent on computer-gathered data that consultants often say that data is the new oil. But what is rarely discussed is the source of the word, which has nothing to do with numbers, let alone computers.
‘Etymology can give a startling new perspective on many of the phrases we frequently toss around in business’