The Familiar Lance Armstrong

It's remarkable that a guy who rides a bicycle commands any attention at all, especially because the only live coverage in North America of the sport's biggest event is on niche cable channel, the Outdoor Life Network. Then again, Lance Armstrong's life, not just his athletic career, is about as incredible as they come. His extraordinary achievements have not only been well documented, but they have been positioned in a way that enhanced his reputation as a friendly, likable, and trustworthy professional. Along the way, and because of these traits, he has become a familiar face, a symbol of what can be achieved if someone really sets his or her mind to it.

Armstrong rose quickly up the ranks among the most known sports figures thanks to his four consecutive Tour de France titles between 1999 and 2002. His total domination, among so many riders, amazed Americans, and his comeback story was even better.

In 1996, Armstrong had brain, testicular, and chest cancer and was given very little chance to live. Not only did he live, but he came back to become one the world's greatest athletes. So good in fact, that fans along the tour's route, other cyclists, and sports writers claimed he must have been cheating, although he never failed a drug test.

His story remains so compelling that the media continues to cover it, and cancer patients and survivors look to his example to provide hope in their lives. Armstrong also continues to discuss his life and career, most notably in his best-selling book It's Not About My Bike: My Journey Back to Life.

For the most part, mainstream Americans don't think of cycling as a sport let alone a major sport. Moreover, Armstrong's story is only resurrected for three weeks a year as the country sees brief recaps of the Tour de France.

How many miles is the Tour de France? Where does it take place? When? Can you even name somebody else who's known for bike riding other than that 8-year-old brat down the street who throws your morning paper in the bushes?

It is because of cycling's anemic following in this country that Armstrong's accomplishments are so amazing. The nature of his story, when coupled with the way he has let us in on it, has led millions to feel that they know Lance Armstrong better than Ken Griffey Jr. or Peyton Manning. Ironically, these are the very same people who couldn't tell you how many stages make up the Tour de France or even what drafting is.

According to a list published in 2002 by sports consultancy firm Burns Sports, Armstrong trailed only Tiger Woods, Michael Jordan, Kobe Bryant, and Anna Kournikova among the sports world's most desired endorsers.

That's right, a cyclist was ranked ahead of NBA star Shaquille O'Neal, and tennis players Andre Agassi and Serena and Venus Williams.

Armstrong's endorsements, which include Nike and Wheaties, are worth about $10 million annually. Speed and reliability are connected to the U.S. Postal Service, which sponsors the U.S. team and pays him about $2 million a year, and Armstrong continues to tell his life story by the companies he chooses to endorse.

His second biggest endorsement deal is with Bristol-Myers Squibb, which manufactures cancer drugs. He is also tied to medical companies like Brainlab and medical content provider Web MD.

The Tour de France is three weeks out of the year, and Armstrong then seemingly disappears. So why is America so familiar with him? His story is simply too good. It would be un-American to bash Armstrong. To his credit, he has not allowed his name or reputation to be overly commercialized, or voiced over by John Tesh. He has provided the media, corporations, and people of all walks of life with one of the most compelling sports and human-interest stories of this or any generation. He hopes this incredible story is not entirely overshadowed by his sheer athletic prowess. Armstrong has capitalized on this groundswell of support without alienating a single audience. No athlete has garnered so much familiarity while generating so little contempt.

Business managers must strive to accurately and succinctly refine their "story." It must be communicated in interviews, meetings, and even offline. For CEOs that are comfortable talking about themselves and have the ability to connect their story to their customers' needs emotional and personal branding can become a sizable competitive advantage.

In short, business people of all backgrounds and pursuits must invest adequate time and resources to ensuring their own level of familiarity.