The phrase "data-driven" has been used with increasing frequency in the college access and success field in recent years. However, as with many frequently used phrases, its importance can get lost or written off as a buzzword. Being data-driven revolves around decisions being shaped by information and evidence rather than hunches, gut feelings, and guesswork. Many programs profess a desire to be data-driven but may lack the knowledge of where to start or are intimidated by the process. Fortunately, even small steps toward becoming more data-driven can pay dividends in terms of staff time, program performance, and general day-to-day practice. With that assertion in mind, this brief considers some principles of being data-driven that programs across the spectrum of experience can put into practice. It is the first in a two-part series produced in collaboration with Exponent Partners, a mission-based B Corp leading social change by helping education and other nonprofit organizations manage their data and results using technology. Throughout the brief, members of National College Access Network's (NCAN's) Common Measures Learning Community (whose activities are generously supported by the Michael & Susan Dell Foundation) weigh in with their programs' experiences related to working with data and implementing a data-driven culture. [For the companion paper and second brief of the two-part series, "Roadmap for Tracking Your Student Results: Program Data & Systems," see ED604099.]