Many senior managers find themselves wondering: If data is such a game changer, why is it so hard to extract any value from it? For companies struggling to actually see results from their data program, it might be time to make a fresh start. There are three important issues managers need to understand as they restart: 1) Too many companies have made the mistake of viewing data as a technology problem, but data is a management problem, and it cannot be solved with technology alone. 2) Many companies try to tackle issues that are too difficult straight out of the gate. 3) Data is a different sort of asset: intangible, nuanced, both potentially valuable and dangerous. People need to spend time working with it to understand its properties.