The perennial question of data warehousing is how to model the information that you are storing. This has given rise to methods as varied as star and snowflake schemas, data vault modeling, and wide tables. The challenge with many of those approaches is that they are optimized for answering known questions but brittle and cumbersome when exploring unknowns. In this episode Ahmed Elsamadisi shares his journey to find a more flexible and universal data model in the form of the "activity schema" that is powering the Narrator platform, and how it has allowed his customers to perform self-service exploration of their business domains without being blocked by schema evolution in the data warehouse. This is a fascinating exploration of what can be done when you challenge your assumptions about what is possible.