It's all about the data...
I've said many times - go ahead, erase all of my .exe files, but don't you dare touch my data. Take word away from me, leave me my .doc files. I'll be able to find something that can process the data eventually.
It is all about the data, applications are sugar on top of them to make them look prettier, but are not the end goal.
Funny though, in most organizations, the thought process runs the opposite direction - for many people it is all about the application. That is totally backwards. Applications come, applications go. They are secondary. The instant an application is production - we are looking to replace it already. Be it with version 2.0 of the application, or be it with another application entirely.
It is all about the data.
Even non-technical people understand that :) I've always enjoyed Seth Godin's blog entries - short, and sweet and to the point. That one, from a marketing guy, was good to hear.