As long as there has been marketing and advertising we have tried to understand what motivates people to do something. What is new is the ability for this to be applied alongside artificial intelligence combined with micro-level demographic targeting. Or in other words, a capacity to target individuals in real-time.
This Friday (17 February) marks the release of the Oscar nominated 20th Century Fox film Hidden Figures, which resurrects the true story of three truly inspirational women who worked for NASA in the 1960s - and helped blaze a trail for mathematicians and engineers of all races and genders to follow.
All of these snap judgements, these microaggressions, can add to the fear that can often surround motherhood. I lost hours of my life second guessing what people were thinking of me, what I was doing, whether I was doing a good job. Really, all that mattered was whether I was putting Fin first, doing the best job I could do, and being me.
So, what is the world's next technology game changer? The answer is autonomous, electric vehicles and a step-change might be just around the corner. This will impact not only passenger transport but also how goods are moved around cities and how a more flexible, connected energy network is achieved.
How often do you visit your bank branch? I'm going to guess it's a lot less frequently than you used to, say, five years ago. And you wouldn't be alone - figures show that daily visits to branches have fallen by 32% since 2011 and the number of times people visit a branch is set to almost halve by 2020 as more people favour their smartphones to manage their finances.