The dictionary defines optimal as best, as in “the optimal approach is the best approach.” But when it comes to analytics and making the right decision, Jeff Camm argues that optimal is very often far from optimal. Camm is the associate dean of business analytics at the Wake Forest School of Business. Camm points to misplaced confidence in algorithms. In his research, he found that the best analytics recommendation for most enterprises is almost NEVER the choice that is mathematically ideal. Jeff, in a world of almost pure science, how can that be?