The iPhone, the iPad: each of Apple's products sounds cool and has become a fad(一时的风尚). Apple has cleverly taken advantage of the power of the letter “i” --and many other brands are following suit. The BBC's iPlayer--which allows Web users to watch TV programs on the Internet--used the title in 2008. A lovely bear--popular in the US and UK--that plays music and video is called “iTeddy”. A slimmed-down version(简装本) of London's Independent newspaper was started last week under the name “i”.

    In general, single-letter prefixes(前缀) have been popular since the 1990s, when terms such as e-mail and e-commerce(电子商务) first came into use.

    Most “I” products are targeted at(针对) young people and considering the major readers of Independent's “I”, it's no surprise that they've selected this fashionable name.

    But it's hard to see what's so special about the letter “i”. Why not use “a”, “b”, or “c” instead? According to Tony Thorne, head of the Language Center at King's College, London, “i” works because its meaning has become ambiguous. When Apple uses “i”, no one knows whether it means Internet, information, individual or interactive, Thorne told BBC Magazines. “Even when Apple created the iPod, it seems it didn't have one clear definition(定义),” he says.

    “However, thanks to Apple, the term is now connected with portability (轻便).” adds Thorne.

    Clearly the letter “i” also agrees with the idea that the Western World is centered on the individual. Each person believes they have their own needs, and we love personalized products for this reason.

    Along with “Google” and “blog”, readers of BBC Magazines voted “I” as one of the top 20 words that have come to define the last decade(十年).

    But as history shows, people grow tired of fads. From the 1900s to 1990s, products with “2000” in their names became fashionable as the year was connected with all things advanced and modern. However, as we entered the new century, the fashion disappeared.

    Travis is the manager of G&G where he is responsible for forty employees (雇员)and profits (利润) of over $2 million per year. He's never late to work. He does not get upset on the job. When one of his employees started crying after a customer screamed at her, Travis took her away. "Your working uniform is your shelter," he told her. "Nothing anyone says will ever hurt you. You will always be as strong as you want to be."

    Travis picked up that lecture in one of his G&G training courses, an education program that began on his first day and continues throughout an employee's occupation. The training has, Travis says, changed his life. G&G has taught him how to live, how to focus, how to get to work on time, and how to master his emotions (情绪). Most importantly, it taught him willpower.

    At the center of that education is an extreme focus on an all-important habit; willpower. Dozens of cases show that willpower is the single most important habit for a person's success.

    And the best way to strengthen willpower is to make it into a habit. "Sometimes it looks like people with great self-control aren't working hard—but that's because they've made it automatic," Angela Duckworth, one of the University of Pennsylvania researchers said. "Their willpower occurs without them having to think about it."

    The company spent millions of dollars developing programs of study to train employees on self-control. Managers wrote workbooks that serve as guides to how to make willpower a habit in workers' lives. Those courses arc, in part, why G&G has grown from a sleepy company into a large one with more than seventeen thousand stores and profits of more than $10 billion a year.

    Have you ever wondered why birds sing? Maybe you thought that they were just happy. After all, you probably sing or whistle when you are happy.

    Some scientists believe that birds do sing some of the time just because they are happy. However, they sing most of the time for a very different reason. Their singing is actually a warning to other birds to stay out of their territory.

    Do you know what a “territory” is? A territory is an area that an animal, usually the male, claims（声称）as its own. Only he and his family are welcome there. No other families of the same species are welcome. Your yard and house are your territory where only your family and friends are welcome. If a stranger should enter your territory and threaten you, you might shout. Probably this would be enough to frighten him away.

    If so, you have actually scared the stranger away without having to fight him. A bird does the same thing. But he expects an outsider almost any time, especially at nesting（筑巢）season. So he is screaming all the time, whether he can see an outsider or not. This screaming is what we call a bird's song, and it is usually enough to keep an outsider away.

    Birds sing loudest in the spring when they are trying to attract a mate and warn others not to enter the territory of theirs.

    You can see that birds have a language of their own. Most of it has to do with attracting mates and setting up territories.

    You may not have heard of it before, but solid rain (固体雨)has been helping Mexican farmers fight droughts(干旱) for over ten years. The magic solid rain looks like sugar and it can take in water up to 500 times as its own size and keep it in the ground for up to a year.

    The story of solid rain began in 1970, when American scientists developed a product used to take in water and help keep babies' bottoms dry. However, a Mexican chemical engineer saw this magic product as an opportunity to fight the drought. He developed a different kind of the product, which could be mixed with soil and slowly feed water to crops over a long period of time. His company, Solid Rain, has been quietly selling the product to Mexican farmers for over 10 years.

    Solid rain seems to be working wonders in Mexico. However, it has not come into use around the world. Well, that's mainly because a lot of people still don't know about it. The Mexican company has invested (投资) almost nothing into marketing, relying instead on word of mouth between Mexican farmers. However, recently, they have gotten requests from other dry countries like India and Australia.

    Solid rain has received the Ecology and Environment Award, but it has also received some negative views. Dr. Linda Scott says that the product is hardly new and that there is no scientific evidence that it can hold water for a year or last in the ground for ten years. Besides, solid rain can cause more harm than good in certain conditions.

    However, real-life use seems to show that solid rain is actually of great use to their farms. Frank Torres, a former green bean farmer used to rely on it even though drought wasn't such a big issue. He said that the production had increased by 50%.

    A scientist working at her lab bench and a six-old baby playing with his food might seem to have little in common. After all, the scientist is engaged in serious research to uncover the very nature of the physical world, and the baby is, well, just playing…right? Perhaps, but some developmental psychologists have argued that this "play" is more like a scientific investigation than one might think.

Take a closer look at the baby playing at the table. Each time the bowl of rice is pushed over the table edge, it falls in the ground—and, in the process, it belongs out important evidence about how physical objects interact; bowls of rice do not flood in mid-sit, but require support to remain stable. It is likely that babies are not born knowing the basic fact of the universe; nor are they ever clearly taught it. Instead, babies may form an understanding of object support through repeated experiments and then build on this knowledge to learn even more about how objects interact. Though their ranges and tools differ, the baby's investigation and the scientist's experiment appear to share the same aim(to learn about the natural world ), overall approach (gathering direct evidence from the world), and logic (are my observations what I expected?).

Some psychologists suggest that young children learn about more than just the physical world in this way—that they investigate human psychology and the rules of language using similar means. For example, it may only be through repeated experiments, evidence gathering, and finally overturning a theory, that a baby will come to accept the idea that other people can have different views and desires from what he or she has, for example, unlike the child, Mommy actually doesn't like Dove chocolate.

Viewing childhood development as a scientific investigation throws on how children learn, but it also offers an inspiring look at science and scientists. Why do young children and scientists seem to be so much alike? Psychologists have suggested that science as an effort —the desire to explore, explain, and understand our world—is simply something that comes from our babyhood. Perhaps evolution provided human babies with curiosity and a natural drive to explain their worlds, and adult scientists simply make use of the same drive that served them as children. The same cognitive systems that make young children feel good about feel good about figuring something out may have been adopted by adult scientists. As some psychologists put it, "It is not that children are little scientists but that scientists are big children."

    Benjamin Franklin clearly knew how to get things done. After scanning the long list of Benjamin Franklin's achievements, one can only come to one conclusion that the American man probably never had a wasted day in his life. When he was 84 years old, he became a successful author, printer, politician, postmaster, inventor, musician, and diplomat.

    There's much we can learn from Benjarin Frankin's work habits and opinions on life that can increase our own productivity. Here are some ways Franklin overcame lazy, wasted days.

    Start a group and share knowledge. When Franklin was 21, he was a struggling printer in Philadelphia. To increase his connections and to learn more about his industry, he created a group. The group was in great need of books, but books were expensive. Franklin helped start a library where books were bought and lent to members. This sharing of knowledge, experience, and connections helped Franklin become a famous and respected printer in Philadelphia.

    Attack opportunities. "To succeed," Franklin wrote," jump as quickly at opportunities as you can." We can all agree, but when an opportunity comes we often look the other way. It's because the opportunity isn't dressed the way we expect. We often think that the opportunity was only in the form of a golden egg or a million-dollar lottery ticket or a new job offer. But more often than not, the opportunity comes in smaller, less beautiful packages.

    Time is something in short supply. Franklin wrote "Lost time is never found again." This may sound like it came from the pen of a poet, but it's really an inspirational call to action. Franklin worked, created, and lived knowing that time is scarce. He never put off his work.

    While Franklin was an able inventor we can be sure that his notebook contained a few unsuccessful ideas. Franklin wrote, "Do not fear mistakes. You will know failure. Continue to reach out."