EYECATCHERS: Eastern's Astronaut

Astronaut Frank Borman gained global fame on Christmas Eve 1968 when, from the first moon-orbiting space capsule, his voice was heard on radio and TV sets round the world reading from the Book of Genesis. A week later, Borman and Crewmates James Lovell and William Anders were chosen TIME'S Men of the Year. Yet Borman soon learned that man does not live by glory alone. In 1970, the onetime fighter pilot, then 42, joined Eastern Air Lines as a vice president with vaguely defined duties. "People thought I was going to be some kind of p.r. man," says Borman.

Instead, Borman...

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