Barry Devlin takes us on a journey to help us understand how context plays a big role in using data. Known for creating the first data warehouse architecture, he proposed a new standard for data architecture for today’s world in 2013. Devlin puts context-setting information at the heart of all data architectures, and for good reason. In the drive to digitize more business processes, the intricacies of how all stakeholders inter­act with data have been underexposed. Though it is understandable that getting a grip on technology and reorganizing your business is hard enough, it is precisely this interaction that will determine your success. If you turn your perspective around, as he argues, your data architecture will be of more value.