Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

Suffering is always hard to quantify - especially when the pain is caused by as cruel a disease as Alzheimer's. Most illnesses attack the body; Alzheimer's destroys the mind - and in the process, annihilates the very self.

When it comes to raising civilized kids there are no hard rules, but there are two things on which most parents agree: Boys are generally wilder than girls, and adolescents are wilder than kids of any other age. If you've got an adolescent boy, you're in the sweet spot for trouble.

Becoming food savvy is one thing, but it's amazing how fast savvy turns to snooty, and snooty leaves you preparing three-hour meals that break your budget and that the kids won't even eat.

Kids are anarchy writ large.

As MBA professors endlessly tell their students, companies do best when they stick to what they do well. There's a reason Apple doesn't make blenders. There's a reason Haagen-Dazs doesn't sell meat. And there's a reason drug companies should focus on saving and improving lives - not jeopardizing them.

It's far too much to say that effective hoping is the only - or even the biggest - part of what it takes to succeed. If 14% of business productivity can be attributed to hope, that means 86% is dependent on raw talent, fickle business cycles, the quality of the product you're selling, and often pure, dumb luck.