Business intelligence (BI) practitioners have always thought of the world as data-centric. Data integration, data warehouses, data marts, reports, and query builders were always about data. BI has traditionally excelled at answering questions like "what happened" or even "why did it happen" but always fell short on "what do I do about it" and fell short of the next logical steps which traditionally have been the realm of business process management (BPM) and business rules engines (BRE). This data-centric view of the world turns out to be plain wrong. The world is much more process and rules-centric. We run many processes every time we come to the office, these processes generate data, which in turn trigger rules, and in turn generate more data output that is being consumed by processes in an endless loop.