One of the biggest ideas in Driving Data Projects (the book) is that "all technology projects are data projects." Yet data is still an afterthought in many organizations—even with AI on the horizon (or now, in many firms' backyards).

Author of Data Quality: The Field Guide, Tom Redman, popularized the idea that the most important moments in a piece of data's lifetime are the moment it is created and the moment it is used. These moments often occur outside of IT. The business consumes vast amounts of data, emphasizing the importance of business involvement in data quality management. Those who have provisioned and consumed data know from experience that bad data dies hard. It will get rid of you if you don't get rid of it.