You have a lot of ideas or a business plan. They may be on paper or in a document file, but are becoming too complicated to manage.
You understand how the concepts fit together, but need to translate this to someone who may not.
These ideas are then converted into data, and are organized into tabular structures on spreadsheets.
This data is organized into usable structure. Using a process called normalization, it is sorted into categories and arranged into a structure.
The data is tested, and rearranged to be organized, robust and scalable. It is then loaded into a customized database.
At this stage your data is then converted into meaning.
An interface is built that is clean, intuitive, and easy to use, both as an adminstrator and for your users.
Information serves the design, not the other way around.