The symptoms of poor product data management (PDM), data visibility, accessibility and reliability, are evident in many engineering environments. Data discipline has been lost in the proliferation of computer-based tools in a fragmented product development lifecycle. In this paper the authors try to isolate the golden rules of PDM. Process management and product structure management procedures have been identified. By embodying these, one can bring discipline to the management of product data. In application, implementation of `success' is limited by the ability of the technology. A balance is necessary between enablers and business requirements that may demand functionality beyond the cost effective operational parameters of the technology. Technology solutions must be driven by business needs, where the functionality and features of any particular solution are in line with the objectives of the implementation.