Data visualization has failed, but not because tools like PowerPoint and Excel are inadequate. Businesses fail to gain insight from the huge volumes of data they collect because they do not use data visualization as part of a data storytelling process. Data should not be the beginning of the story. Audience, objective and story must be established before it is decided what data needs to be collected and analyzed. Only then should data visualization come into play, with a tool selected to bring the story to life, in a way that helps improve decision-making and ultimately increase a company's return on investment.