Laughing@Data.Com (often discussed alongside The 2030 Data Agenda essays and writings) is a satirical and polemical book by veteran data architect and consultant Martyn Rhisiart Jones.

Part memoir, part industry autopsy, and part manifesto, the book takes a witty and sharp look at the absurdity of the IT and enterprise data world. Rather than being another standard tech guide, it functions as a survival manual for anyone dealing with corporate tech hype cycles.

Core Themes & Highlights:

• Satire on Tech Hype: Jones skewers buzzword-heavy initiatives—ranging from “digital transformation” and “data mesh” to Big Data and “generative/degenerative AI” hype—framing much of it as vendor-driven noise and overpromised solutions.
• Why Data Projects Fail: Instead of blaming technical limitations, the book focuses on human and organizational dynamics—competing egos, political friction, misaligned incentives, and a general lack of clear business strategy.
• The Welsh Wit & Style: Rooted in the author’s Welsh background, the tone relies heavily on dry humor, stand-up levels of sarcasm, and irreverence. He often parodies the jargon of tech consultants, “data gurus,” and C-suite decision-makers.
• Practical Realism: Beneath the satire lies a call for practical fundamentals: clear business objectives, honest estimations, strong governance, and simple human competence over shiny new tools.

It is widely read among enterprise architects, CIOs, and data engineers who appreciate a lighthearted reality check against corporate technology trends.

Many thanks for reading!

RECOMMENDATIONS

Podcast Episode: Building A Data Logistics Hub

Podcast Episode: Building A Data Logistics Hub

---

Podcast Episode: DATA WORLD: The Truth About Data Lakehouses: Hype vs. Reality – 2026/01/18

Podcast Episode: DATA WORLD: The Truth About Data Lakehouses: Hype vs. Reality – 2026/01/18

---