Sometimes they do not even bother with crazy antics, which can be slightly depressing.
Diary was initially wary, then, of an email detailing the exploits of Madano chairman Neville Harris at the Great North Run.
We're told that the ex-Hill Samuel fund manager's game plan was to try to keep pace with the elite women.
With blistered feet and rapidly depleting energy resources, Harris reached the end of the 13-mile course still in sight of head-bobbing marathon maniac Paula Radcliffe.
It was only when he came to a stop that Harris, who is definitely male, realised he had mistakenly finished up in the 'ladies presentation' area.
'I was just so focused on keeping up with Paula that I didn't realise I had finished in the women's area. I am just relieved I didn't come in the top three and end up on the podium,' said the befuddled IR flack.
