You may ask yourself, "Is that a hair-band song from the early-1990s?" It is. But it's also an apropos tagline for real-life copy leaders. Because crafting language is just a piece of what this unique (and sometimes absurd) career requires. Me? I've worn many hats, in fact all the hats, all at the same time.

• Detective: researching and absorbing brands to uncover existing or potential differentiating brand truths.

• Translator: illuminating the potential of unexpected ideas.

• Storyteller: building backstories + present and future stories that unlock new life for brands.

• Writer: diving in and weaving the words that drive emotional connection, persuade and incite action.

• Coach: encouraging and guiding copywriters.

• Tailor: threading it all together to build integrated campaigns.