Every time the Olympics end, we expect to see gold medalists pumping their fists on the front of a Wheaties box. This season, Michael Phelps will not be part of the General Mills tradition. Why? Kellogg’s beat them to the punch. They signed Phelps to a contract that included post-Olympic opportunities, thereby thwarting any chance General Mills had of signing the Zeus-like Olympian.  It doesn’t take a lot of thinking — it takes complete immersion in what you do, and in what the competition is doing, has done, and will very likely do. Personally, I couldn’t care less who signed whom, I simply applaud the thinking behind it all. That’s what makes the difference between the regular companies, and the ones who strive to be beyond regular. Kudos, Kellogg’s.