As more and more people are starting to question traditional approaches to data management, it becomes more and more imperative to find better ways of making the business case for data management, of understanding and responding to objections and concerns about data management, and of communicating an approach to data management that is rational, effective, and (above all) helpful. The current approach taken by many practitioners (which can only be described as “I’m right because I’m right, and you’re wrong because you don’t understand relational theory”) is not helping. For many years, I have taught and advocated an approach to data management that combines the most effective aspects of stakeholder economics, enterprise architecture, traditional data management, a collaborative and iterative (i.e., “agile”) process approach, and a view of data management as being both a steward of enterprise data resources and a provider of data services that promote business value. It would please me greatly to be able to share this approach with a wider audience of data professionals.