In recent years, marketers have become fond of saying that “data is the new oil”. I’ve never been a fan of this expression (I’m old enough to remember similar pronouncements about integration, personalisation, experience, influence and many more). But the phrase did finally resonate with me on the 20th April last year: the day oil prices turned negative for the first time in history. Andy Nairn is a founder of Lucky Generals. This piece has been adapted from his new book, Go Luck Yourself.