One of the keys to successful analysis is to be able to challenge long-held beliefs and wonder what if. Especially, what if I'm wrong. I can think of countless good examples. The first time I was surprised (quite a few years ago) when I was shown how many people search for insurance on google. More recently I was surprised by the amount of insurance business written from Facebook adverts. The growth in trauma, economic forecasts (and how quickly those are changing), elective surgery, the diversity of advisers, and advice business models, and household changes in Auckland - the list could go on and on. Because the world is changing - and New Zealand has changed very fast over the last few years, approaching data with a lack of preconceptions is more important than ever. It is hard to do: even the very choices one makes about what to look at start the process - and can remain dominant factors affecting conclusions. But the effort is worth it. The world is richer and more interesting for trying. It reveals some amazing opportunities too.