Data management is a repeat-play game. If you take care to make your data easily available to others, others are more likely to do the same--eventually. While we wait for this new sharing-equilibrium to be reached, you can take two important actions. First, cherish, document, and publish your data, preferably using the robust methods described in Rule 2. Get started now, as: better tools and resources for data management are becoming more numerous; universities and research communities are moving toward bigger investments in data repositories (Rule 8); and more librarians and scientists are learning data management skills (Rule 10). At the very least, loving your own data available will serve you: you'll be able to find and reuse your own data if you treat them well. Second, enable and encourage others to cherish, document, and publish their data. If you are a research scientist, chances are that not only are you an author, but also a reviewer for a specialized journal or conference venue. As a reviewer, request that the authors of papers you review provide documentation and access to their data according to the rules set out in the remainder of this article. While institutional approaches are clearly essential (Rules 8 and 10), changing minds one scientist at a time is effective as well.