Ryan Sheckler

I am a skateboarder, and to stay fit for skating I have to stay away from a lot of things. I go to parties and that's fun for me, but between skating and lifting and everything, I know what I have to do the next day, so I'm very conscious about my schedule and keeping it.

'Thrasher' magazine's Skater of the Year is clearly my No. 1 goal. The only way I get that is skating. Other than that, I haven't set that many outrageous goals. If I got Skater of the Year, that would just really add to it all and make me feel really good. Whether it's this year, next year or five years from now, that is my goal.

The motivation should come from regulatory enforcement, but enforcement is weak, and environmental litigation is near to impossible. So there's an urgent need for extensive public participation to generate another kind of motivation.

Over the past decade... while many businesses have pursued what I call 'business as usual,' I have been part of a different, smaller business movement, one that tried to put idealism back on the agenda.