There is a clarion call to demystify what data management is about. Data management leaders, experts and practitioners need not to ignore this call. For CDO to have a place and voice in the board room, we have to do better explaining what data management is without data jargons.This session is to share my personal curated pillars of data management with data professionals and business users. Finally, if we want to help any business unlock their business value, data value, improve data maturity and literacy, you need to attend this session to help you articulate what is data management.