The argument that privacy stifles Big Data innovation reflects a dated, zero-sum mindset. It is a false dichotomy, consisting of unnecessary trade-offs between the benefits of Big Data and the protection of personal information within Big Data sets. In fact, the opposite is true—privacy drives innovation and it forces innovators to think creatively to find solutions that serve multiple functionalities. We need to abandon zero-sum thinking and adopt a positive-sum paradigm where both Big Data innovation and privacy may be achieved.