In this short episode we talk with Graham Hopkins and Apurva Sinha about the critical role that data plays in successfully delivering product development programmes in complex organisations. In doing so we explore the need to take a holistic approach across the entire value chain as an antidote to function based thinking that often drives people to hoard data, preventing the realisation of its full potential and value.Graham and Apurva have a wealth of experience in this domain and share snippets of their wisdom in this discussion.