Dispelling common misconceptions about big data, it's not just about storing massive data volumes; rather, it's extracting valuable insights. Dealing with big data is feasible, and tools like NoSQL and RDBMS are available. Gartner's study shows that effectively utilizing big data can lead to 20% better performance. Initial setup costs may be high, but long-term investments pay off. Even companies not fully equipped can benefit from incorporating relevant data for a competitive edge. Ultimately, big data's value depends on processing and usage strategy.