A practitioner recently commented: “Everyone has their biased view of what a data model is. Data modeling is art – not science. Give 6 data modelers one set of requirements and you’ll get 7 solutions all distinctively different.” My response: To me that’s a huge problem. No, ‘data’ modeling is not a science, but nor should it be an art. Actually, it should be engineering. Engineered solutions have to stand up to rigorous tests. But we lack that in ‘data’ modeling. Why? Because ‘data’ modeling is divorced from its initial business context, which is operational business communication, including business rules. You need nouns and verbs for that, and those nouns and verbs should stand for well-structured concepts. Give me a model of well-structured concepts that has been ‘proven’ by verbalizing business rules and other formal business communications and I guarantee I can come up with the best data model. I’m talking of course about concept models (sometimes called fact models).