### message | information:

Personal information
* includes all information that describes or locates an individual
  - such things as an individual's name, address, and phone number
* is any information that relates to an identifiable person
  - information about a person that readily identifies that specific individual
* is information about an identifiable individual
  - natural person
* is information that can be used to identify a person
  - to locate an individual online or offline
  - which identifies individuals
  - private property
  - that which can identify an individual personally
  - the real currency
* is used internally for the maintenance of customer accounts
  - primarily to determine individual accounts
  - what concerns most people
* means any information about an identifiable individual

Public information
* involves the communication and promotion of the value of services offered.
* is information
  - open access
* is public information as far as the agency's concerned
* means reaching a wider range of people to explain problems and explore solutions.

Qualitative information
* attempts to understand how program participants are thinking and feeling.
* is especially useful for understanding subjective points of view.
* permits communities to act in an informed way.

Quantitative information
* allows development.
* comes from measurement.

Reliable information
* is one of the most important things in life
  - provided by organizations
* is provided by other industry organizations

Scientific information
* carries the power of predictability of the behavior of consumers.
* has roles.
* indicates revisions.
* is something of value in the development of real-world solutions.

Secret
* also play an important role in our everyday lives.
* are assets to an organization
  - books
  - capable of bugs
  - deodorant
  - the last domain of a person's control
* survive only in Darkness.

### message | information | secret:

Trade secret
* are creatures of state and common law
  - enforceable by courts
  - of potentially infinite duration, so long as secrecy is maintained
  - often the oil that lubricates a technology transfer agreement
  - proprietary information
  - protectable as long as secrecy is maintained
  - quite different than other types of intellectual property
  - secrets
  - theoretically unlimited in duration and governed mostly by state law
  - valuable properties, and their theft can cripple or destroy a company
  - very different from patents , trademarks and copyrights
* can also include unique compilations of generally known information
  - be subject to theft or misappropriation as can other types of property
* do have legal protection against disclosure.
* form a large part of the software world.
* legal term.
* protect business secrets
  - know-how and other confidential information
  - secret processes and ideas

Sensory information
* affords exploration of posture in newly walking infants and toddlers
* comes in, alright, but cognition only begins where it turns into propositions.

Spatial information
* answers the questions who, what, when, and primarily where.
* has widely different applications.
* is any data that can be related to a location
  - conveyed to the primary visual cortex in retinal coordinates
  - encoded by means of magnetic field gradients
  - obtained in the orthogonal dimension
  - used to assign memberships to voxels which are unclassified

Statistical information
* consists of information regarding the distribution of the data in a column.
* is collected on virtually every aspect of life and death
  - compiled on the number and rate of births
  - embarrassing information with the identifying information stripped off
  - of importance in fatigue life prediction for bearings and gears