Word: harder
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...nature of the product will make Maclaren's task even harder. "Anything relative to child safety tends to be off-the-charts viral," says Pete Blackshaw, a brand consultant for Nielsen Online. According to Blackshaw's data, new mothers are three times more likely than others to use social media and start blogs. "Given the higher order of sensitivity, parents are much more diligent," says Blackshaw. "They want to talk to friends, family and even strangers about their decisions. They'll go the extra distance...
...fishermen get the worst deal of all: the work gets harder and the pay gets less. Down one lane in a waterfront neighborhood, Danilo Ante sits at home with his girlfriend and four kids between fishing trips. On his last job, Ante took home about $21 for six weeks of work on the high seas. "In the past, there were only a few fishermen," he says. "But now we get fewer fish because there are more boats on the water." Even if his boats keep catching less fish, Ante doesn't have a lot of options in General Santos...
...very different Switzerland. One day, he will vote in its elections and do national service in its army. But he will always be half English and - since he was conceived and born in Bangkok - "Made in Thailand," too. Fake watches might be for fake people. But authentic Swiss are harder to define than ever, and that's something Switzerland should probably celebrate...
...hijacking? A flight-deck catastrophe? After 91 minutes, the pilots resurfaced, saying they'd been absorbed in their laptops, reviewing a new crew schedule. On Oct. 27 the FAA revoked their licenses; commercial flying is a game with no room for error. And yet pilots' jobs are getting harder. Cost-cutting has trimmed starting pay at major airlines to $36,000--little more than a grade-school teacher's. Multiple short flights make it difficult for regional pilots to squeeze in adequate rest. The national air-traffic system relies on antiquated radio and radar; a teenager with an iPhone...
Until recently, economists had done shockingly little work in this area. "Nobody had looked at the flip side, which is, Can there be costs?" says Thomas Philippon, a young Frenchman who teaches finance at New York University's Stern School of Business. "That is because it's harder to measure, and it's a bit more controversial." Philippon has begun trying to fill this research gap, and while he hasn't come up with definitive answers, he has made some very interesting discoveries. (See 25 people to blame for the financial crisis...