This document discusses using unstructured data and deep learning to predict safety and performance. It describes three case studies: using a resume to predict job candidates, using photos to predict safety violations, and using data to predict time to hire for a hotel chain. The author advocates asking the right questions to develop better predictive features, while also noting the need to be careful of unintentionally mimicking biases without humans setting standards. Overall, the document explores applying machine learning to unstructured data for predictive analytics across different use cases.