This article argues that data is crucial for the growth and sustainability of businesses, especially small and medium enterprises (SMEs), in Kenya's modern economy.

• SMEs can leverage their existing data, such as sales records and customer interactions, to make informed decisions and gain trust from partners.
• By using readily available and low-cost tools like mobile money statements, spreadsheets, and basic accounting apps, businesses can begin to track their operations and identify patterns.
• Effective data utilization fosters trust, improves relationships with suppliers and customers, and enhances credibility with financial institutions, ultimately driving growth beyond the business's size.