Two summers ago I was about to tum fifty and wanted to do something I'd never done before. My daughter Bailey thought skydiving (跳伞) would be perfect for me. I can promise you that of all the things I was thinking of doing, jumping out of an airplane never came close to making the list. As I age, I seem to have developed a growing fear of heights.

    After several requests from my daughter, I finally said yes and she looked almost shocked. I told a friend what we were doing, then we set off. We had a 3-hour drive to the jump site. We drove through some beautiful countryside, but then we passed a small cemetery (基地) Then we passed another cemetery and another one. I asked if so many people died jumping out of airplanes in this area that they needed to keep building more cemeteries to bury all the bodies!

    As we squeezed into the little plane, I tightly held the right hand of my partner Ronnie. The short ride to altitude was cruel for me. As Bailey stepped to the door, she looked back at me and said “Dad, I'm sure you can do it!” I said yes as she rolled out, I immediately looked behind me and said “RONNIEI AM NOT FEELING GOOD” He said, “It's going to be great. Besides, it's too late now anyway”, any we jumped out.

    The next five minutes were some of the most exciting of my life. It was so beautiful and peaceful—except for the parts where I was screaming. I prayed to God for the parachute(降落伞)to open, but mostly I told Him how thankful I was for my life and being with me through good and bad.

    Have you ever heard of the Coral Sea? It is home to an amazing variety of turtles, sharks, whales, dolphins, large fish, birds, corals, plants, and many other species. Many of these species are endangered elsewhere in the world, but still survive in the healthy environment of the Coral Sea.

    The Coral Sea is a large series of coral reefs located off the northeast coast of Australia. This area is three times larger than Australia's famous Great Barrier Reef, which the Coral Sea borders.

    The Coral Sea is one of the few coral reef environments that have remained largely undamaged by over-fishing, oil and gas exploration and pollution. However, statistics show that coral reefs around the world are disappearing five times faster than rainforests. It is very likely that in the near future the Coral Sea will face the same threats to its existence.

    The Australian government is currently looking at options for protecting the Coral Sea but has made no decisions. Environmentalists are pushing for laws to declare the Coral Sea area a marine protected area, which will mean a large “no-take zone” for fishermen, a no-exploration zone for gas and oil companies and a no-dump zone for pollution, possibly making the Coral Sea a marine park larger than any other in the world.

    We can write letters to Australian leaders, Australian environmental protection agencies, and Australian friends, to let them know that people worldwide support this protection of the Coral Sea. To lose this last great marine wilderness world would be a loss for the whole world.

    A great woman once said, “Women must try to do things as men have tried. When they fail, their failure must be a challenge to others. “These are the words of US pilot Amelia Earhart（1897- 1937）, a pioneer in aviation（航空领域）, who was the first woman to fly across the Atlantic Ocean

    Her story ended in mystery when she disappeared without a trace（踪迹）during a flight over the Pacific Ocean. Theories about what happened to Earhart were proposed, but nothing was ever confirmed—until now. A study published in March conducted by Richard Jantz from the University of Tennessee, US, determined that bones found in 1940 on a remote Pacific island belonged to Earhart. Following the discovery, the world's memories of the legendary female pilot were brought back to life.

    Earhart was born in 1897. When she was young, she was very interested in stories about women who were successful in male-dominated（男性为主的）professions, such as engineering and law. But in 1920, Earhart's life changed after her first experience of being a plane passenger. As soon as the plane left the ground, Earhart knew that she loved flying, so she found herself a teacher and started to learn how to fly for herself. To pay for the lessons and buy a plane of her own, she took all sorts of jobs.

    In 1932, Earhart flew solo（独自地）across the Atlantic, becoming the first woman ever to do so. She also designed a flying suit for women and went on to design other clothes for women who led active lives. When she was nearly 40, Earhart was ready for a final challenge—to be the first woman to fly around the world. Her first attempt was unsuccessful but she tried again in 1937 with her navigator（领航员）Fred Noonan. But one month later, they disappeared in bad weather in mid-flight.

    Even though it's still not clear how she ended up on the island, we're one step closer to finding the answer. And no matter what, Earhart will be forever remembered as a brave pioneer, both as a pilot and as a woman.

    One of the features of a successful business is its ability to employ creativity to constantly push into new territory. Without growth and innovation, businesses eventually fade away. Those with staying power, however, have mastered an often-overlooked factor that allows them to focus on the future clearly: empathy (共情). While that may surprise many, I am certain that the ability to connect with and relate to others—empathy in its purest form—is the force that moves businesses forward.

    Though the concept of empathy might go against the modern concept of a traditional workplace competitive, the reality is that for business leaders to experience success, they need to not just see or hear the activity around them, but also relate to the people they serve.

    Some may think they want the results from doggedly (顽强地) pursuing their goals without much thought for other people. This attitude works for some, but at some point often sooner rather than later everyone needs to rely on their relationships and established personal and professional connections. These relationships are the product of taking an honest and dedicated interest in others and their businesses. Successful people do not operate alone; each of us needs the support of others to achieve positive results that push us toward our goals. True empathy combines understanding both the emotional and the logical rationale(根据) that goes into every decision.

    Effectively understanding empathy involves viewing it as each person's connection to the people and marketplace that surround them. A biological principle known as co-evolution explains that the adaptation of an organism is caused by the change of a related object. Similarly, businesses and their leaders participate in co-evolution-type relationships. Business success depends on empathetic leaders who are able to adapt, build on the strengths around them, and relate to their environment. When businesses fail, it is often because leaders have stopped focusing on understanding their environment and instead stay separated in their own operations. Successful business leaders are receptive to disturbance and aware of what is going on in their organizations both internally and externally.

    To develop an effective workforce, we must be willing to give in and meet people where they are. This can be frustrating and uncomfortable, particularly when you feel like your position makes more sense or offers a better solution. A critical part of developing empathy, however, is learning to understand, respect and implement another individual's point of view rather than forcing your own.

    Most Americans see their pets as family members, surveys show. Those with dogs are more likely to call themselves pet "parents" than pet "owners". There are more of these parents than ever. In big cities such as San Francisco and Seattle,(owned) dogs outnumber children.

    The ways in which companies are profiting from the trend are also becoming various. Kinds of dog food and various pet mattresses (垫子) are always in hot sale. And it is not surprising that, for pets, Americans spent more than $400 million only on Halloween costumes this year. Overall, annual spending on pet food and products in America has risen by around 40% over the past ten years.

    Now a pack of startups have sensed a fresh opportunity.

    Much as Airbnb has offered travelers another choice instead of staying in a hotel, two firms, Recover and DogVacay, want to give pet owners an alternative to kennels (养狗场) when away from home. The cost is around $30 a night, with the majority of that going to the sitter, who takes care of the dog, and around a fifth to the company﹣much less than you would spend to check your dog into a kennel.

    The other big sellingpoint is that pets will receive better treatment. There are ways, apparently, to vet (审查) dog hosts to the real pet lovers: only around 15% of those who apply to serve as sitters are passed. Besides offering more attention and room, Rover has launched a feature that helps customers to see how far their dog has been walked via the GPS in the host's phone. Like Airbnb, both DogVacay and Recover insure stays against accidents.

    Another advantage of the model is that consumers often use dog-sitting services many times a year, and they tend to be loyal. That has helped DogVacay and Recover attract a lot of money﹣around $140 million between them.

    But firms that connect pets with hosts will face great competition as they try to go global. Companies offering homestays for dog rapidly appear in many different countries, including Australia, Brazil and Britain. And unlike Airbnb, which pulls in customers thanks to its presence in lots of markets that people want to travel to, the network effect for services like DogVacay is local.

    Despite having predicted the trend early, such firms may never achieve the same scale as an Airbnb. But then no one ever said it was easy to be top dog.

    When the weather's hot, do you enjoy a glass of Brad's Drink while watching your TV made by Tokyo Telecommunications Engineering, and surfing the web using a search engine called BackRub? No? Neither do I. That's because all these companies have changed their names.

    Brad's Drink is now Pepsi. The mouthful that was Tokyo Telecommunications Engineering has become, simply, Sony. And BackRub is now known as Google. Though I must admit, the idea of a back massage does sound good right now!

    Joking aside, choosing the right name for your start-up is a serious matter. Think of the case of a small Canadian company called Research in Motion, who in 1998 had just developed a high-tech mobile phone that could send emails.

    They were torn between names like MegaMail and ProMail. Then they sought the help of consulting firm Lexicon, who specialize in brand names. They had other ideas. They brainstormed words connected to enjoyment and freshness. Someone said.

    Lexicon's boss added two capital letters, and there you have it: BlackBerry was born. Since then it has sold over 33 million handsets to customers around the world. Would it have sold as well if it was called MegaMail? Who knows?

    Recently, BlackBerry sales have been overtaken by Android phones and Apple's iPhone. Lexicon's founder David Placek is a big fan of simple brand names like those Apple chooses: the iPhone. They l0ok a household word and by putting one letter in front of it, it ends up being game changing.

    So, for all you entrepreneurs(企业家)out there, make sure you allow time to develop a catchy and memorable name. Think about what makes your company different. What's your USP (独特的销售主张)? Maybe you can reflect that in your name.

    What about you? What would you call a company if you had one?