Data has always been important to business. While it wasn't long ago that businesses kept minimal information on people who bought their products, nowadays companies keep vast amounts of data. In the late 20th century, marketers began to take demographics seriously. It was hard to keep track of so much information without the help of computers.

Only large companies in the '60s and '70s could afford the research necessary to deliver real marketing insight. The marketers of yesteryear relied upon focus groups and expensive experiments to gauge consumer behavior in a controlled environment. Today even the smallest of companies can have access to a rich array of real-world data about their consumers' behavior and their consumers. The amount of data that is stored today dwarfs the data of only a few years ago by several orders of magnitude.

So what kind of information are businesses storing for marketing purposes? Some examples include:

- Demographic information — age, gender, ethnicity, education, occupation and various other individual characteristics.

Much of success is about performance. It’s about what we do and what we are able to inspire others to do. There are some simple performance principles I have learned in my life, and I want to share them with you.  They really bring success, and what it takes to be successful, into sharp focus. They are also the basis for developing and maintaining an expectation of success.

The Five Principles of Performance

1. We generally get from ourselves and others what we expect. It is a huge fact that you will either live up or down to your own expectations. If you expect to lose, you will. If you expect to be average, you will be average. If you expect to feel bad, you probably will. If you expect to feel great, nothing will slow you down. And what is true for you is true for others. Your expectations for others will become what they deliver and achieve. As Gandhi said, “Be the change you wish to see in the world.”

2. The difference between good and excellent companies is training. The only thing worse than training employees and losing them is to not train them and keep them! A football team would not be very successful if they did not train, practice, and prepare for their opponents. When you think of training as practice and preparation, it makes you wonder how businesses survive that do not make significant training investments in their people.

Actually, companies that do not train their people and invest in their ability don’t last. They operate from a competitive disadvantage and are eventually gobbled up and defeated in the marketplace. If you want to improve and move from good to excellent, a good training strategy will be the key to success.

One of the most anticipated features that came on the iPhone 4S was a new thing called: Siri. Zooming out before concentrating on Siri, mobile assistants were the new rage. Beforehand, people were fascinated by the cloud, and how you could store your files in the Internet and retrieve it from anywhere. You could store your file at home, and get it at your workplace to make a presentation. However, next came virtual assistants. When you’re in the car, it’s hard to send text messages. It’s hard to call people. It’s hard to set reminders that just popped into your head onto your phone. Thus, came the virtual assistant: a new way to be able to talk to your phone to be able to do what you want it to do, and in this case, text message, or call people, and many other features. Apple jumped onto the bandwagon with the iPhone 4S and came out with the new feature: Siri, a virtual assistant that is tailored to assist you in your endeavours by your diction.

Getting started with Siri

To get Siri in the first place, you need an iPhone 4S; although you may have the latest updates on your iPhone 4 or earlier, having an iPhone 4S means you have the hardware that is required to run Siri on your phone. Therefore, if you are interested in using Siri, check into getting an iPhone 4S, as they are getting cheaper every single day.

Voice recordings are useful at any point in time. If you want to save a lecture (or presentation) that you are attending, or record a voiceover for a project, the iPhone can be your solution. You don’t have to use an old tape recorder, or a standalone recorder. The iPhone’s fantastic technology records high quality voice recordings on demand, whenever you need it.

To get started, look for an application named “Voice Memos.” Most likely, this particular application is found in your Utilities category by default. Once you open it up, you are greeted by a large microphone, indicating you are in the correct application. When you want to start recording, simply tap on the large red button in the bottom left, and you are on your way to begin recording. What is important about recording voices on this application to the highest degree of quality, ensure that your meter in the bottom is within the middle range; with the pointer in the red zone, your recording will be awfully loud, while otherwise, it will be too quiet. Finished recording? Simply tap on the square button, and you have your recording.

What can you do with these recordings? Once you have finished recording, you are able to now share this recording through email or even in a text message; email it to yourself so you can save it on your computer, and listen to it later, or start editing it to put into a movie production, or text it to a friend for their needs.