????財富頭腦風暴技術會議（Brainstorm Tech Conference，定于7月22-24日在科羅拉多州阿斯彭召開）總是能吸引技術創新領域最頂尖的人才。《財富》（Furtune）雜志每周都會聚焦于一名與會者，讓他們談談在公司經營、技術和創業方面的個人觀點。本周，我們邀請了在線請愿平臺Change.org總裁兼首席運營官詹妮弗?杜爾斯基回答了十個問題，內容涉及工作以外的生活、她最欣賞的公司以及對年輕創業者的建議。以下是她的答案：

你得到過的最佳建議是什么？

????這個建議來自康乃爾大學（Cornell）教授托馬斯?季洛維奇對后悔現象的研究。季洛維奇是我最喜歡的康乃爾大學教授之一。研究的結論是：“行動或者做錯事會帶來較多短期內的后悔情緒，而不作為或者疏漏則會帶來較多長期后悔情緒。”換句話說，短期內人們會對那些“不好”的選擇感到后悔，比如做出嘗試而遭到拒絕，或者找了一份自己不喜歡的工作；但如果回首自己的一生，那就會是另一種情形：最讓人后悔的往往是那些他們沒有去嘗試的事情，比如沒有接受某一份工作，或者沒有和自己真正喜歡的人約會。面對選擇時，我經常會想到這項研究，它會激勵我嘗試新事物，挑戰我自己。

你在學校里學到的最重要的東西是什么？

????學校里給我帶來最多挑戰的老師同時也是讓我學到最多東西的老師。我還記得我的中學老師喬?迪普里斯科，他要求我們在寫作功力和語法準確性方面做到無可挑剔。雖然讓他糾正錯誤不是一件舒服的事，但上了他的課以后我的寫作能力得到了很大的提升。我相信這個原則同樣適用于企業經營：一個人要明白，那些給你帶來壓力的人才會讓你得到提高，要把那些不害怕挑戰你的人留在身邊。同樣的，對于你團隊中的其他人來說，如果你有這樣的期望，他們的表現就更有可能達到完美，所以應當保持高標準。

你經歷過的最大失誤是什么？

????第一次創業時，我犯過一個大錯誤，現在我還覺得很可笑。那時，公司剛剛起步，我在第一款產品的名字里用了省略號，目的是得到一個不需要花很多錢的域名。我選擇了“Center'd”這個詞（因為已經有人注冊了“Centered”，而我們又買不起這個域名）。省略號是個特殊字符，這給我們的網站編程帶來了各種各樣的問題；不僅如此，你幾乎沒辦法把它用在所有格里，否則就會出現一個帶有雙重省略號的詞！我得到的主要教訓是：選名字一定要容易拼寫，要能清楚解釋你的業務內容，而且這個詞最好全世界都通用。“Center'd”這個詞連一點也做不到。而我們第二個產品的名字——“The Dealmap”則三者兼具。你不覺得這個名字更容易在短時間內說明問題，同時說服人們使用我們的產品嗎？

????Fortune's Brainstorm Tech Conference(July 22-24 in Aspen, Colo.) regularly brings together the best and brightest minds in tech innovation. Each week, Fortune turns the spotlight on a different conference attendee to offer his or her own personal insight into business, tech, and entrepreneurship. This week, we asked Change.org President and COO Jennifer Dulski to answer 10 questions about life outside of work, the company she admires most, and industry advice for young entrepreneurs. Her responses follow.

What is the best advice you ever received?

????It came from a research study by one of my favorite Cornell professors, Thomas Gilovich, focusing on regret. The research concluded, "Actions, or errors of commission, generate more regret in the short-term; but inactions, or errors of omission, produce more regret in the long run." In other words, while people in the short-term regret "bad" choices, like trying out for something and getting rejected or choosing a job and deciding they don't like it, things are different when they look back on their lives: they most often regret the things they did not try, like not accepting a certain job offer, or not asking out that person they really liked. I often think of this research when faced with a decision, and it pushes me to try new things and challenge myself.

What was the most important thing you learned in school?

????The teachers who challenged me the most were also the ones I learned the most from in school. I remember a particular high school teacher of mine, Joe DiPrisco, who had impeccably high standards for strong writing and correct grammar. Even though it was uncomfortable to be corrected, I finished his class as a much stronger writer. I believe the same principle holds true in business – understand that those who push you will make you better, and surround yourself with people who aren't afraid to challenge you. Similarly, others on your team are more likely to exhibit excellence when you expect it of them, so keep your standards high.

What has been your biggest failure?

????There's one big mistake I made as a first time entrepreneur that I still laugh about. I named my startup's first product with an apostrophe. In the desire to get a name we could afford without paying through the nose for a domain, I chose "Center'd" (because "Centered" was taken and we couldn't afford to buy it). Not only is an apostrophe a "special character" that caused all kinds of issues in the code for our website, but it was also nearly impossible to speak about Center'd in the possessive, since it then had a double apostrophe! My main learning was this: pick a name that's easy to spell, helps to clearly explain what you do, and, ideally, works around the world. "Center'd" did none of those things. But "The Dealmap," the name for our second product, did all three – and boy, was it easier to give our elevator pitch and to get people to use our product.