As a technology company you can imagine how easy it is to think of data-first modernization as a technology challenge. Data fabric, data cleansing and tagging, data models, containers, inference at the edge – cloud-enabled platforms are all "go-to" conversation points. While the instinctive response to the issue of being "data-driven" can focus on "what is it?" Being crystal clear about "why" will provide the vision for the use case you can seek to develop; it will force you to derive a compelling value proposition and identify the KPIs that will guide and measure success. In a previous article I introduced a framework called the HPE Digital Journey Map (DJM) precisely to guide our customers as they explore the "why."