What must one understand in order to create a successful data model?
Designing a good conceptual data model requires a good understanding of the application domain; it typically involves asking deep questions about the things of interest to an organisation, like "can a customer also be a supplier?", or "if a product is sold with two different forms of packaging, are those the same product or different products?", or "if a plane flies from New York to Dubai via Frankfurt, is that one flight or two (or maybe even three)?".