Opinions expressed by business partners are their own.
Key takeaways
- Why the biggest barriers to data use aren’t technical.
- The mindset that separates companies that thrive from those that fall behind.
Most companies don’t have a data problem. They have trust issues.
At AWS re:Invent last December, one thing was impossible to ignore: the technical excuses for not using data were gone. The infrastructure is there. Security, compliance and governance tools now allow organizations to securely share information without freezing decision-making. The challenge is no longer technology – it’s culture.
AI was everywhere, but I wasn’t focused on launching a product. I was looking at how companies themselves think about data: how it is shared, governed and ultimately turned into decisions. And in discussions with executives and Sessions on security and compliance, a pattern emerged: The technical limitations that once justified locking down data have largely been resolved. What remains difficult is man. Alignment, trust and confidence within organizations are now real barriers.
Why is everything counted as data now?
For decades, data was narrowly defined: transaction records, CRM entries, ERP metrics and digital signals of clicks, purchases or usage. Everything else—emails, Slack messages, survey feedback, customer reviews, social signals, operational workflows—was considered noise or outside of the data conversation. Sharing between teams was slow and dangerous. Removing information became the default.
This mindset is no longer enough. AI now makes it possible to extract value from almost any signal. Internal communications, operational metrics and customer sentiment can all inform decisions. The scope of what counts as data has expanded dramatically. The attitude a company adopts towards sharing and using this information now determines its competitive advantage.
The human problem is bigger than the technical problem.
Executives report the same obstacle over and over again: Cultural friction, not technological differences, holds back data-driven organizations. Teams gather information. Departments compete for control. Leadership struggles to create alignment.
Organizations that thrive are:
- Make sharing the default, not the exception.
- Provide visibility into data assets across teams.
- Establish controlled collaboration protocols.
- Reward trust and transparency over internal competition.
Technology alone cannot solve these problems. AI will not force people to cooperate. A governance framework will not create trust. Leaders must focus on the human side first.
How Business Leaders Can Act Now
You don’t need a massive overhaul overnight, but you do need a change in mindset and action:
Understand the value of your data. Most organizations collect much more than they actively use. Sales, HR, operations, survey results, reviews, and digital signals all have actionable insights. AI can help identify where the value lies—but only if you’re paying attention.
Recognize that the technology is ready. You don’t have to bet on a single vendor. Secure and compliant data sharing is possible today between AWS, Microsoft, Google and a growing ecosystem of specialized tools. The barrier isn’t ability – it’s willingness.
Focus on culture and mindset. Set clear expectations that data sharing is required and will be rewarded. Clarify how the information will be used and stored. Trust must be intentionally built and strengthened.
Act now. The shift to AI-powered, data-driven organizations is accelerating. Companies that engage early, establish best practices and how they use data will define their market. Those who wait will struggle to catch up.
Technical barriers are gone. The winning companies will be the ones that solve human problems first.
A founder’s takeaway
If you run a business, it’s not just a technical challenge – it’s a leadership test. You don’t need to connect to every dashboard or integrate every system overnight. You need clarity about what information is important, a culture that encourages sharing and processes that make it safe to collaborate.
Organizations that treat it as optional will fall behind. Those who engage now will create rules, make faster decisions, and create value from their data before anyone else even realizes it exists.
AI is ready. Infrastructure is ready. The human issue is what will separate the winners from the laggards.
Key takeaways
- Why the biggest barriers to data use aren’t technical.
- The mindset that separates companies that thrive from those that fall behind.
Most companies don’t have a data problem. They have trust issues.
At AWS re:Invent last December, one thing was impossible to ignore: the technical excuses for not using data were gone. The infrastructure is there. Security, compliance and governance tools now allow organizations to securely share information without freezing decision-making. The challenge is no longer technology – it’s culture.
