{"id":17453,"date":"2015-11-08T03:00:59","date_gmt":"2015-11-08T08:00:59","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=17453"},"modified":"2020-03-30T18:27:45","modified_gmt":"2020-03-30T22:27:45","slug":"from-underage-brewer-to-big-money-entrepreneur","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur","title":{"rendered":"From underage brewer to big-money entrepreneur"},"content":{"rendered":"<p>Peter Ellen\u2019s first business wasn\u2019t quite legal.<\/p>\n<p>When he was away at a traditional British boarding school, Ellen took advantage of the fact that his fellow students were looking for a way to get around the ban on alcohol.<\/p>\n<p>\u201cI saw it was in high demand, so I started a home brewery business,\u201d he says. \u201cIt was very profitable for a short period of time\u200a\u2014\u200athough the product wasn\u2019t the best, if I\u2019m honest.\u201d<\/p>\n<p>Though his brewery idea didn\u2019t quite work out, Ellen\u2019s experience did launch his career as a serial entrepreneur.<\/p>\n<p>\u201cThere are many ways to fail, but the breakthrough moments often come through sheer effort,\u201d the London-based entrepreneur explains.<\/p>\n<p>Following school, Ellen worked as a DJ and played saxophone in a band. But he found his big success on the business side of the music industry, co-founding major U.K. retailer<a href=\"http:\/\/www.fopp.com\"> Fopp<\/a>. It made headlines when it was bought by HMV. He switched gears to online marketing and co-founded <a href=\"https:\/\/www.maxymiser.com\/\">Maxymiser<\/a>. Earlier this year it was acquired by Oracle.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/creator\/wework-creators\/from-underage-brewer-to-big-money-entrepreneur\/attachment\/steven_techstars_smiley_color\/\" rel=\"attachment wp-att-17471\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"  wp-image-17471 alignleft\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Steven_TechStars_Smiley_Color.jpg?resize=350%2C525\" alt=\"From Underage Brewer to Big-Money Entrepreneur\" width=\"350\" height=\"525\" \/><\/a><\/p>\n<p>It was through his work at Maxymiser that he met his future partner Steven Rose. Turns out their skills complemented each other.<\/p>\n<p>\u201cI got into this field as a business person who understands technology,\u201d Rose says. \u201cI joke that I\u2019m a marketing person who codes.\u201d<\/p>\n<p>In the fall of 2014, the two founded<a href=\"http:\/\/www.bigdataforhumans.com\/\"> Big Data for Humans<\/a>, a \u201cdata science-as-a-service for the retail, travel and consumer brands sectors.\u201d Working with clients across Europe, Big Data for Humans is disrupting the \u20ac100 billion field of customer marketing.<\/p>\n<p>What does that mean in plain speak? The company helps retail clients understand who their customers are and sell more to them, and, according to Ellen\u200a\u2014\u200awho serves as the company\u2019s CEO\u200a\u2014\u200athat\u2019s proven to be an area where retail clients need a lot of help.<\/p>\n<p>\u201cKnowing who your customers are is more important than knowing who your prospects are,\u201d Ellen says. \u201cYou need to strike a balance between the two to run a great business.\u201d<\/p>\n<p>Having recently<a href=\"http:\/\/techcrunch.com\/2015\/09\/10\/big-data-for-humans\/\"> secured a $1.2M round of seed funding<\/a>, the company is working on improving its product and growing its team at its<a href=\"https:\/\/www.wework.com\/locations\/london\/moorgate\"> WeWork Moorgate<\/a> office.<\/p>\n<p>Working at a startup again is hard work, but Ellen says his past experience is valuable.<\/p>\n<p>\u201cExpect it to be tough, but don\u2019t give up,\u201d Ellen advises. \u201cThere\u2019s always a barrier in front of you, but the more you do entrepreneurial business, the more you expect things to go wrong and the more you learn to navigate those barriers.\u201d<\/p>\n<p>Rose agrees.<\/p>\n<p>\u201cTake an opportunity if it presents itself,\u201d he suggests. \u201cFar too many people worry about risk and about putting everything on the line. Take a chance\u200a\u2014\u200awhat\u2019s the worst that can happen?\u201d<\/p>\n<p><a href=\"https:\/\/www.wework.com\/creator\/wework-creators\/from-underage-brewer-to-big-money-entrepreneur\/attachment\/20150916-big-data-for-humans-14\/\" rel=\"attachment wp-att-17459\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-17459\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20150916-Big-Data-for-Humans-14.jpg?resize=1280%2C853\" alt=\"From Underage Brewer to Big-Money Entrepreneur\" width=\"1280\" height=\"853\" \/><\/a><\/p>\n<p>Ellen says you have to understand that some people won\u2019t get your business model or understand who your customers will be.<\/p>\n<p>\u201cA big VC once told me that the analytics space was busy because \u2018Google had a product,\u2019\u201d he says \u201cJust because Google has a product doesn\u2019t mean you shouldn\u2019t have a go. That\u2019s like saying, \u2018Nordstrom\u2019s got a shop, so why get into shopping?\u2019 If you thought that way, you could give up every day when you start a business.\u201d<\/p>\n<p>But for Ellen, the most difficult aspect of being an entrepreneur is spelling the word.<\/p>\n<p>\u201cI\u2019ve only just learned to spell it recently,\u201d he says with a laugh. \u201cIt\u2019s got r\u2019s in places you wouldn\u2019t expect.\u201d<\/p>\n<p>Photo credits: Lauren Kallen, Simon Buxton<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Peter Ellen\u2019s first business wasn\u2019t quite legal. When he was away at a traditional British boarding school, Ellen took advantage of the fact that his fellow students were looking for a way to get around the ban on alcohol. \u201cI saw it was in high demand, so I started a home brewery business,\u201d he says. [&hellip;]<\/p>\n","protected":false},"author":896,"featured_media":17456,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-17453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From underage brewer to big-money entrepreneur<\/title>\n<meta name=\"description\" content=\"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From underage brewer to big-money entrepreneur\" \/>\n<meta property=\"og:description\" content=\"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2015-11-08T08:00:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-30T22:27:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452\" \/>\n\t<meta property=\"og:image:width\" content=\"3101\" \/>\n\t<meta property=\"og:image:height\" content=\"1452\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lia Zneimer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lia Zneimer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\"},\"author\":{\"name\":\"Lia Zneimer\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/20ac429e0dc4a80301945004a1c1d903\"},\"headline\":\"From underage brewer to big-money entrepreneur\",\"datePublished\":\"2015-11-08T08:00:59+00:00\",\"dateModified\":\"2020-03-30T22:27:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\"},\"wordCount\":599,\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452\",\"articleSection\":[\"Community Stories\",\"Member Spotlight\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\",\"url\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\",\"name\":\"From underage brewer to big-money entrepreneur\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452\",\"datePublished\":\"2015-11-08T08:00:59+00:00\",\"dateModified\":\"2020-03-30T22:27:45+00:00\",\"description\":\"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452\",\"width\":3101,\"height\":1452,\"caption\":\"From Underage Brewer to Big-Money Entrepreneur\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Community Stories\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Member Spotlight\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"From underage brewer to big-money entrepreneur\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"name\":\"Ideas\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wework.com\/ideas\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\",\"name\":\"WeWork\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"width\":55,\"height\":55,\"caption\":\"WeWork\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/20ac429e0dc4a80301945004a1c1d903\",\"name\":\"Lia Zneimer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1b2fa9428397eb65b7a4a8dc65fe340479c68c46785cf8afdbe27ffef3af56eb?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1b2fa9428397eb65b7a4a8dc65fe340479c68c46785cf8afdbe27ffef3af56eb?s=96&d=mm&r=g\",\"caption\":\"Lia Zneimer\"},\"url\":\"https:\/\/www.wework.com\/ideas\/author\/lia-zneimer\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"From underage brewer to big-money entrepreneur","description":"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur","og_locale":"en_US","og_type":"article","og_title":"From underage brewer to big-money entrepreneur","og_description":"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.","og_url":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur","og_site_name":"Ideas","article_published_time":"2015-11-08T08:00:59+00:00","article_modified_time":"2020-03-30T22:27:45+00:00","og_image":[{"width":3101,"height":1452,"url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","type":"image\/jpeg"}],"author":"Lia Zneimer","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Lia Zneimer","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#article","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur"},"author":{"name":"Lia Zneimer","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/20ac429e0dc4a80301945004a1c1d903"},"headline":"From underage brewer to big-money entrepreneur","datePublished":"2015-11-08T08:00:59+00:00","dateModified":"2020-03-30T22:27:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur"},"wordCount":599,"publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","articleSection":["Community Stories","Member Spotlight"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur","url":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur","name":"From underage brewer to big-money entrepreneur","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","datePublished":"2015-11-08T08:00:59+00:00","dateModified":"2020-03-30T22:27:45+00:00","description":"Though his brewery idea didn\u2019t quite work out, Peter Ellen\u2019s experience did launch his career as a serial entrepreneur.","breadcrumb":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#primaryimage","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","width":3101,"height":1452,"caption":"From Underage Brewer to Big-Money Entrepreneur"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/from-underage-brewer-to-big-money-entrepreneur#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/ideas"},{"@type":"ListItem","position":2,"name":"Community Stories","item":"\/ideas"},{"@type":"ListItem","position":3,"name":"Member Spotlight","item":"\/ideas"},{"@type":"ListItem","position":4,"name":"From underage brewer to big-money entrepreneur"}]},{"@type":"WebSite","@id":"https:\/\/www.wework.com\/ideas\/#website","url":"https:\/\/www.wework.com\/ideas\/","name":"Ideas","description":"","publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wework.com\/ideas\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wework.com\/ideas\/#organization","name":"WeWork","url":"https:\/\/www.wework.com\/ideas\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","width":55,"height":55,"caption":"WeWork"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/20ac429e0dc4a80301945004a1c1d903","name":"Lia Zneimer","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/1b2fa9428397eb65b7a4a8dc65fe340479c68c46785cf8afdbe27ffef3af56eb?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1b2fa9428397eb65b7a4a8dc65fe340479c68c46785cf8afdbe27ffef3af56eb?s=96&d=mm&r=g","caption":"Lia Zneimer"},"url":"https:\/\/www.wework.com\/ideas\/author\/lia-zneimer"}]}},"jetpack_featured_media_url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/11\/20150916-Big-Data-for-Humans-121.jpg?fit=3101%2C1452","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/17453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/users\/896"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/comments?post=17453"}],"version-history":[{"count":2,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/17453\/revisions"}],"predecessor-version":[{"id":49462,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/17453\/revisions\/49462"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media\/17456"}],"wp:attachment":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media?parent=17453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/categories?post=17453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/tags?post=17453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}