I had to rent a car to attend the invite-only CIO Innovation Summit that’s taking place this week in Muskoka, and as I was picking up a vehicle and transferring my bags, my six-year-old son asked me, “Daddy, do all cars drive the same way?”

It was one of those wonderful questions that only a child will ask, and it momentarily threw me, because yes, I guess on some foundational level you’re always steering a wheel and pressing pedals, but anyone who’s rented a car knows they certainly do not all drive the same way. And yet here, I realized, was a great big data problem worth solving: how could a car rental firm optimize information on our preferences and make sure that the vehicles make available to us had the mirrors positioned the right way, or the driver’s seat, or that it included just the right mix of automatic features? (Note to Sponsor: Open Text
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