In data science - it's the problem, stupid!

I just saw this article talking about how in the biotech world, you can’t get caught chasing the latest technology. You have to start with a problem you are solving for people and then work your way back. This reminds me a lot of Type B problems in data science/statistics. We have a pile of data, so we don’t need to have a problem to solve, it will come to us later. I think the answer to the question, “Did you start with a scientific/business problem that needs solving regardless of whether the data was in place?” will end up being a near perfect classifier for separating the “Big Data” projects that are just hype from the ones that will pan out long term.