Most organization understand that data represent one of their most important assets, but many focus on managing their data sources without practicing product management. It is easy to get caught up in the technology and activities and lose sight of the end goal, but the data only has potential value and is only realized when transformed into an information product or service used to solve a real business problem. The quality of the data speaks to us through the information products and services we build. That is why you should begin with the end in mind.