Way back in the 1980s corporations began collecting, combining, and crunching data from sources through-out the enterprise. This approach was widely accepted as a methodology that provides objectivity and trans-parency in decision-making. Good processing of the garnered data paved way for improved analysis of trends and patterns leading to better business and increased profit margins. Corporations began investing in collect-ing, storing, processing and maintaining enterprise wide data. The focus was always on the quality of data and the process of converting (...) it into knowledge that enables right decisions. It was soon realized that a wide range of personal biases has an impact on the way decisions are made. The entire process is replete with ethical dilemmas. This paper provides a framework to understand the interplay of data, information, personal biases, ethics and decision-making. This approach is suitable for every individ-ual, team, organization or a nation. Several years of turmoil in South Africa make it imminent for it to take a fresh look at the way data is transformed into knowledge. The leadership within South Africa has to arrive at wise decisions that can withstand the scrutiny of generations to come. (shrink)