Most Creative People in Business 2010: #6 Steve Burd

He isn't a doctor or a senator, but Steve Burd played a crucial role in the recent health-care debate. The ordinarily low-profile exec, 60, appeared repeatedly on Capitol Hill to describe the health and financial benefits of the grocery chain's unconventional wellness program, which includes lower insurance premiums for nonunion employees who maintain healthy blood-pressure and cholesterol levels and don't smoke.