Lori Silverman says we need to rethink our focus on data analytics. She points out that many enterprises are not achieving the ROI that they would like from their data science and analytics efforts. Silverman argues that we need to think more broadly about optimizing the decision-making processes throughout our organizations, rather than continuing to pour resources into hardware, software, and human resources in hopes of better data-driven insights. She explains how to design an end-to-end process that helps people throughout the enterprise define key questions, mine data for crucial insights, and develop recommendations based on those insights. Finally, she describes how we can communicate our conclusions to others much more effectively through narrative storytelling.