Opinions expressed by Entrepreneur contributors are their own.
Key Takeaways
- Most founders think data is just a byproduct — but it’s quietly influencing decisions across your business.
- Small, unexamined choices in how you collect and manage data can have outsized effects on growth and strategy.
Every piece of data your company collects isn’t just information — it’s influence. And if you’re not intentional about how it’s used, you’re already giving your power away — to AI, competitors and even the market itself.
Every search, purchase, loyalty swipe, location ping and scroll feeds systems that now shape pricing, product decisions, hiring and marketing strategies. Most founders understand this in theory, but few grasp the practical consequence: whether they intend to or not, they and their customers are already casting votes with their data. And those votes? They’re usually cast passively, on someone else’s terms.
Data is not just a privacy issue — it’s a power issue
Data is often framed through compliance banners or privacy discussions, but in reality, it functions like capital. It shapes incentives, determines leverage and increasingly guides AI behavior. When AI shows bias or produces flawed results, it’s rarely a mystery — those outcomes reflect the data it was trained on. That data didn’t appear by accident; it’s the result of countless small decisions companies made to prioritize growth, speed, or convenience over intentionality.
AI mirrors what it’s fed — and what it’s fed reflects who has control.
Turn passive data collection into strategic influence
Consider loyalty programs. They started as simple tools for discounts and inventory management. Over time, they evolved into behavioral engines. Purchase histories became linked to emails, devices and locations, forming detailed consumer profiles.
Today, those profiles drive far more than coupons — they feed AI models that influence pricing, recommendations and demand forecasting across industries. Consumers rarely see how their data is used, let alone control it. The problem isn’t malice — it’s passivity. Without conscious design, influence is quietly taken from you and your customers.
Why founders lose control without noticing
This dynamic affects companies as much as consumers. Many fast-growing brands treat data as a byproduct rather than an asset, sharing it freely with partners and assuming compliance alone is enough. Growth may look strong — until it isn’t.
Imagine a consumer brand discovering that data shared with an advertising partner was used to train AI models favoring competitors offering marginal discounts. The company inadvertently contributed to its own erosion.
Similarly, a B2B platform could find its aggregated customer data shaping AI tools that later become competitors. Legally, nothing was wrong. But influence had already shifted, quietly away from the company that generated it.
This is what an unintentional data vote looks like.
Reclaim control: treat data like capital
Regaining influence doesn’t require radical reinvention. It requires intentional design. The companies that do this well:
- Track what data comes in, where it goes, and who interacts with it.
- Distinguish between data needed to operate and data collected out of habit.
- Make tradeoffs intentionally, not performatively.
Eliminating non-essential data points can improve insight rather than reduce it. With less noise, forecasting models become more accurate and customer trust increases. Clear communication about data use can even raise opt-in rates, improving data quality overall.
AI follows incentives, not intentions
Many leaders miscalculate by assuming AI will follow their values. AI systems respond to signals. If your data practices prioritize volume over clarity or extraction over alignment, AI will reflect that path — regardless of your stated intentions.
Conversely, companies that define boundaries early build systems that are easier to audit, adapt, and trust. They also reduce long-term regulatory and operational risk because their foundation is intentionally designed, not accidentally accumulated.
The strategic value of an informed data vote
Founders often fear that limiting data collection will slow growth. In practice, the opposite is often true.
- Customers who feel agency share higher-quality data.
- Teams that understand the purpose of data use it more effectively.
- Companies retaining control over how data enters AI ecosystems preserve leverage over their future role.
A conscious, intentional approach to data collection and AI influence is the real “data vote.” It ensures your company remains in control of its own trajectory.
The future rewards intentionality
AI will continue to advance. Data will continue to shape it. The advantage will go to companies that understand what they are contributing and what they are giving away.
Founders who lead in the next phase won’t be the ones who collected the most data — they will be the ones who used it with intention, governed it with clarity, and recognized early that data is not just information. It is influence.
And influence, once surrendered, is extremely difficult to reclaim.
Key Takeaways
- Most founders think data is just a byproduct — but it’s quietly influencing decisions across your business.
- Small, unexamined choices in how you collect and manage data can have outsized effects on growth and strategy.
Every piece of data your company collects isn’t just information — it’s influence. And if you’re not intentional about how it’s used, you’re already giving your power away — to AI, competitors and even the market itself.
Every search, purchase, loyalty swipe, location ping and scroll feeds systems that now shape pricing, product decisions, hiring and marketing strategies. Most founders understand this in theory, but few grasp the practical consequence: whether they intend to or not, they and their customers are already casting votes with their data. And those votes? They’re usually cast passively, on someone else’s terms.
