Here’s a truism: If you can’t analyze it, you can’t measure it. If you can’t measure it, you can’t improve it. If you can’t improve it, you can’t understand it. Apply this to pretty much anything, it is probably applicable to everything and never more so than when it comes to the brain. Long regarded as a hermetically sealed black box we could never hope to peer into the brain has turned into the latest arena where established companies, hot startups and even national armies, look to for a competitive advantage. The reason for this is because we have finally understood that everything is data. What your senses report is data. What your brain makes of the world around you is data. What you do and how you do it is data. And the impact your every action and inaction has is data too. This page, how it was created and how it is being transmitted is data. Your accessing it is data and what you will do after you have finished reading it is, you guessed it, data. Source: David Amerland on Google