When I was nine years old, I loved to go fishing with my dad. But the only thing that wasn't very fun about it was that he could catch many fish while I couldn't catch anything. I usually got pretty upset and kept asking him why. He always answered, "Son, if you want to catch a fish, you have to think like a fish." I remember being even more upset then because, "I'm not a fish!" I didn't know how to think like a fish. Besides, I reasoned, how could what I think influence what a fish does?

    As I got a little older I began to understand what my dad really meant. So, I read some books on fish. And I even joined the local fishing club and started attending the monthly meetings. I learned that a fish is a cold-blooded animal and therefore is very sensitive to water temperature. That is why fish prefer shallow water to deep water because the former is warmer. Besides, water is usually warmer in direct sunlight than in the shade. Yet, fish don't have any eyelids(眼皮) and the sun hurts their eyes…The more I understood fish, the more I became effective at finding and catching them.

When I grew up and entered the business world, I remember hearing my first boss say, "We all need to think like salespeople." But it didn't completely make sense. My dad never once said, "If you want to catch a fish you need to think like a fisherman." What he said was, "You need to think like a fish." Years later, with great efforts to promote long-term services to people much older and richer than me, I gradually learned what we all need is to think more like customers. It is not an easy job. I will show you how in the following chapters.

    Family Fun in Canadian Museum of Nature

    Bring the whole family to rediscover our fully reformed museum and new galleries.

    What to See and Do

    Check out What's On for all the events, educational activities and HD movies happening during your visit. On the first floor, you can see birds, dive down into the depths at the helm(舵柄)of a submersible(潜水器)or explore a cave. Don't miss our 3D gallery play areas on the third floor when visiting with kids. By visiting here, your children will learn more about nature. Check out Our Exhibitions which presents our special exhibitions.

    Hours, Admission, Services and More

    Everything you need to plan your visit:

    Opening Hours

    Summer Hours (June1—September 4):

    9am-6pm(Saturday—Wednesday)

    9am-8pm(Thursday and Friday)

    Regular Hours: 9am-5pm(except Monday and Thursday)

    Admission

    Adult: $14

    Senior(65+):$12

    Student (13+):$12

    Child(3-12):$10

    Tiny Tot(0-2):Free

    Parking

    Paid parking is available on the Canadian Museum of Nature grounds.

    Rates

    $3 per half hour

    At most $14 per day(until 4:30 am)

    Evening flat rate(统一价格):

    $5(4:30pm-4:30 am)

    Charges accumulate(evening and next day)of vehicles that are parked overnight.

    Shopping

    Be sure to stop at our Nature Boutique on the second floor for a vast selection of games, books and nature-related souvenirs.

    Explore Nature

    The Canadian Museum of Nature provides a lot of information, images and videos on our websites. The museum participates in several social networks. Follow us on Facebook, YouTube, Instagram and Twitter.

    Technology offers conveniences such as opening the garage door from your car or changing the television station without touching the TV.

    Now one American company is offering its employees a new convenience: a microchip implanted in their hands. Employees who have these chips can do all kinds of things just by waving their hands. Three Square Market is offering to implant microchips in all of their employees for free. Each chip costs $300 and Three Square Market will pay for the chip. Employees can volunteer to have the chips implanted in their hands. About 50 out of 80 employees have chosen to do so. The president of the company, his wife and their children are also getting chips implanted in their hands.

    The chip is about the size of a grain of rice. Implanting the chip only takes about a second and is said to hurt only very briefly. The chips go under the skin between the thumb and forefinger. With a chip in the hand, a person can enter the office building, buy food, sign into computers and more, simply by waving that hand near a scanner. The chips will be also used to identify employees. Employees who want convenience, but do not want to have a microchip implanted under their skin, can wear a wristband or a ring with a chip instead. They can perform the same tasks with a wave of their hands as if they had an implanted chip.

    Three Square Market is the first company in the United States to offer to implant chips in its employees. Epicenter, a company in Sweden, has been implanting chips in its employees for a while.

    Three Square Market says the chip cannot track the employees. The company says scanners can read the chips only when they are within a few inches of them. “The chips protect against identity theft, similar to credit cards.” The U.S. Food and Drug Administration approved the chips back in 2004, so they should be safe for humans, according to the company.

    In the future, people with the chips may be able to do more with them, even outside the office. Todd Westby is Chief Executive Officer of Three Square Market. He says, “Eventually, this technology will become standardized allowing you to use this as your passport, public transit, all purchasing opportunities, etc.”

    In 2009 a new flu virus was discovered. Combining elements of the viruses that cause bird flu and swine flu, this new virus, named H1N1, spread quickly. Within weeks, public health agencies around the world feared a terrible pandemic (流行病) was under way. Some commentators warned of an outbreak on the scale of the 1918 Spanish flu. Worse, no vaccine(疫苗) was readily available. The only hope public health authorities had was to slow its spread. But to do that, they needed to know where it already was.

    In the United States, the Centers for Disease Control and Prevention (CDC) required that doctors inform them of new flu cases. Yet the picture of the pandemic that showed up was always a week or two out of date. People might feel sick for days but wait before consulting a doctor. Relaying the information back to the central organizations took time, and the CDC only figured out the numbers once a week. With a rapidly spreading disease, a two-week lag is an eternity. This delay completely blinded public health agencies at the most urgent moments.

    Few weeks before the H1N1 virus made headlines, engineers at the Internet giant Google published a paper in Nature. It got experts' attention but was overlooked. The authors explained how Google could "predict" the spread of the winter flu, not just nationally, but down to specific regions and even states. Since Google receives more than three billion search queries every day and saves them all, it had plenty of data to work with.

    Google took the 50 million most common search terms that Americans type and compared the list with CDC data on the spread of seasonal flu between 2003 and 2008. The idea was to identify areas affected by the flu virus by what people searched for on the Internet. Others had tried to do this with Internet search terms, but no one else had as much data-processing power, as Google.

    While the Googles guessed that the searches might be aimed at getting flu information—typing phrases like "medicine for cough and fever"—that wasn't the point: they didn't know, and they designed a system that didn't care. All their system did was look for correlations(相关性) between the frequency of certain search queries and the spread of the flu over time and space. In total, they processed 450 million different mathematical models in order to test the search terms, comparing their predictions against actual flu cases from the CDC in 2007 and 2008. And their software found a combination of 45 search terms that had a strong correlation between their prediction and the official figures nationwide. Like the CDC, they could tell where the flu had spread, but unlike the CDC they could tell it in near real time, not a week or two after the fact.

    Thus, when the H1N1 crisis struck in 2009, Google's system proved to be a more useful and timely indicator than government statistics with their natural reporting lags. Public health officials were armed with valuable information.

    Strikingly, Google's method is built on "big data"—the ability of society to handle information in new ways to produce useful insights or goods and services of significant value. However,   ▲  . For example, in 2012 it identified a sudden rise in flu cases, but overstated the amount, perhaps because of too much media attention about the flu. Yet what is clear is that the next time a pandemic comes around, the world will have a better tool to predict and thus prevent its spread.

    When a rather dirty, poorly dressed person kneels at your feet and puts out his hands to beg for a few coins, do you hurry on, not knowing what to do, or do you feel sad and hurriedly hand over some money? What should our attitude to beggars be? There can be no question that the world is full of terribly sad stories. It must be terrible to have no idea where our next meal is going to come from. It seems cruel not to give some money to beggars.

    Certainly, most of the world's great religions (宗教) order us to be open-hearted and share what we have with those less fortunate than ourselves. But has the world changed? Maybe what was morally (道德方面) right in the old days, when one knew exactly who in the village had suffered misfortune and needed help, is no longer the best idea. Quite a few people will not give to beggars. Let us look at their arguments.

    First, some believe that many city beggars dress up on purpose to look pitiable and actually make a good living from begging. Giving to beggars only encourages this sort of evil (恶行). Secondly, there is the worry that the money you give will be spent on beer, wine or drugs. Thirdly, there is the opinion that there is no real excuse for begging. One might be poor, but that is no reason for losing one's sense of pride and self-dependence.

    Related to this is the opinion that the problem should be dealt with by the government rather than ordinary people. Some people think beggars should go to the local government department and receive help.

    It is hard to come to any final conclusion; there are various cases and we must deal with them differently. A few coins can save a life in some situations, and even if the money is wasted, that does not take away the moral goodness of the giver.

    NASA has a new job listing, and it's no joke. The US space agency is looking for a "joker" to join their planned mission to Mars.

    A mission to Mars is no laughing matter. On average, the red planet is 140 million miles (225 million kilometers) away from Earth. A trip there would take around eight months in a small spacecraft. And Mars has a communications delay of 20 minutes. This means that astronauts will have to wait 20 minutes for a reply, when an emergency happens.

    "When you're living with others in a confined space for a long period of time, such as on a mission to Mars, problems are likely to occur," Jeffrey Johnson, a scientist at the University of Florida, told The Guardian.

    This is probably why NASA wants an astronaut with a sense of humor. "These are people that have the ability to pull everyone together," Johnson said.

    In stressful situations, perhaps humor is a way to know we aren't alone. By laughing together, we share our stress. Then we can focus on our jobs instead of just worrying.

    There are other examples of team "clowns". One example is the journey to the South Pole led by Norwegian explorer Roald Amundsen. It was a difficult journey full of danger. Adolf Lindstrom, a cook at Amundsen's team, was a "clown". He made people laugh through the whole journey. Amundsen later wrote that Lindstrom was the most valuable member of the team.

    But if you're hoping that your favorite TV comedian will fly to Mars, that probably won't happen.

    "Being funny won't be enough to land somebody the job," Johnson said. "They also need to be an excellent engineer."

    Besides, they must be in top physical condition.