The twelve-page article about Lance Armstrong and the Livestrong Foundation in the February issue of Outside is a really interesting read.  Also, whoever designed the photo (Ben Watts?) deserves some kind of award.

“You wonder,” AIP’s Borochoff says. “If they just gave the money to cancer research, would it generate as much great publicity for Lance Armstrong?”

THE FOUNDATION considers this money well spent, but if I were a Livestrong supporter I’d also ask: What’s the product here? If not research, then what do I get for my $100 donation?

“I think the product is hope,” says Mark McKinnon, the renowned GOP political consultant and a Livestrong board member. Armstrong’s team approached McKinnon in 2001, seeking advice on positioning Lance for a postcycling career. McKinnon, a media strategist for President George W. Bush, introduced Armstrong to another client, Bono. The two hit it off, and soon Armstrong seemed to be aiming toward a Bono-like role as a global cancer statesman.