Achieving the great promise of Industry 4.0 and the industrial internet of things (IIoT) requires changes to current methods of production, processing, and manufacturing. Many industries are already undergoing a reindustrialization to improve competitiveness. They recognize that Industry 4.0 will be mostly categorized using high-tech and big data. Yet, as the big data explosion continues unabated, research indicates that many executives are struggling to extract value and drive differentiation through data analytics and IIoT. At best, companies have captured just a third of the potential value. So, what’s standing in their way?