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Class V rapids, double diamond ski trails and single track switchbacks are not in the weekend plans of most industry executives. But then, West Shell III is not your typical chief executive. He’s got scars, and he’s proud of ’em.
It was the scars, he’ll tell you, that landed the 43-year-old his latest gig: running Netcentives, a San Francisco online promotions company that rewards Web browsers who become Web buyers.
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