There is no escaping the Big Data hype. Vendors are peddling Big Data solutions; consulting firms employ Big Data specialists; Big Data conferences are aplenty. There is a rush to extract golden nuggets (of insight) from mountains (of data). By focusing merely on the mountain (of Big Data), these adventurers are overlooking the source of the revolution-namely, the many digital data streams (DDSs) that create Big Data-and the opportunity to improve real-time decision making. This article discusses the characteristics of DDSs, describes their common structure, and offers guidelines to enable firms to profit from their untapped potential.