Explore the concept of Data Positioning in this 58-minute conference talk from the PASS Data Community Summit. Delve into the evolution of data management thinking, learning how Data Positioning allows Data Managers to deliver value both in the present and future. Discover the history, pioneers, solutions, and principles behind this approach. Examine the architecture, including data exchange, data warehousing, publishing and subscribing, data transformations, and persistent storage. Understand the role of reusable components and Master Data Management (MDM) in this innovative framework. Gain insights into how Data Positioning can serve as both a self-defense strategy and a brilliant new architecture for data professionals.