Regular people, those without “data” in their title, are central to all data-related work. Without buy-in and contributions from your company’s rank and file, even the cleverest AI-derived model will sit idle and “data-driven decision-making” will just go around in circles. Conversely, costs go down and products get better when people help improve data quality, use small amounts of data to improve their team’s processes, make better decisions, and contribute to larger data science and data monetization initiatives. Yet, recent research confirms that these people are missing from too many data programs, limiting the scale and impact of these efforts.