From "Forbes'" Rich Karlgaard

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Americans love Lance Armstrong. So do Armstrong's corporate sponsors, which include Trek bicycles, Oakley sunglasses, Nissan automobiles, Nike shoes and Michelob Ultra beer, and team sponsor, RadioShack. But remember, corporate sponsors loved Tiger Woods, too. Which means that business should be wary when it invests its brands in athletes. Suggestion: Let's look to new places for heroes. Why not look to science, invention and entrepreneurship?


I agree. In fact, I think I know a book that casts scientists as heroes. 

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