The DMBOK2 articulates a set of 13 principles for data management. These recognize data's unique properties, its value, and the work involved in ensuring its quality. The principles apply to data management generally, but they also inform the work of each data management knowledge area. This presentation will explore the thinking behind the principles and will focus on their application to the data modeling process. The session will be interactive, with participants invited to share their insights about the ways in which a comprehensive vision of data management can support the work of individual practitioners.