Executives: Health, Wealth & Wheaties

The man who was easily the world's best pole vaulter a decade ago keeps neither a scrapbook nor a trophy room, cannot even remember where he stashed the gold medals he won in the 1952 and 1956 Olympic Games. Yet at 41, jut-jawed Bob Richards is as familiar a figure as most active athletes. Nobody could be happier about that than General Mills, Inc., maker of Wheaties, the breakfast yummy that Richards, one of the country's most successful single-product salesmen, enthusiastically pushes on television.

The evangelical fervor that Richards can bring to even...

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