It is run by Paulo Arruda, a Brazilian who led a team of 200 people in sequencing the DNA for sugar cane.

ECONOMIST: Biofuels in Brazil

Five of them are women: high jumper Amy Acuff, archer Khatuna Lorig, equestrian Karen O'Connor, shooter Kim Rhode and volleyball player Danielle Scott-Arruda.

CNN: STORY HIGHLIGHTS

William Arruda, a personal branding expert and author of Ditch.

FORBES: 10 Ways To Be More Confident At Work

William Arruda, a personal branding guru and author of Ditch.

FORBES: Steve Jobs Always Dressed Exactly the Same. Here's Who Else Does