A conversation with Jennifer L. Joelson: Vice President, Brand Integration, Loomis Group, San Francisco.

What historical figure do you most identify with and why?

I deeply admire Nelson Mandela. He was a common man whose belief in equality and justice led to the liberation of a whole people. What I find especially intriguing is his transformation from a radical who used any means necessary, including violence, to a man willing to explore other tactics for social change. He ultimately found that personal dignity and peaceful resistance opened channels of communication between himself and his captors. He overcame the "us versus them" debate, a roadblock we can all relate to. His story tells us that the key to positive change lies in building bridges. This has implications not just in politics, but in the way we relate to friends, family, colleagues and clients.

How would you explain your profession to a child?

I try to find out what people like so I can give them more of it.

What did you have to learn the hard way?

Patience. I have a lot of energy and drive, so it was frustrating for me to realize that progress tends to happen in fits and starts, not in big leaps. I've slowed down and started working more methodically, and I allow more time for things to unfold.

What talent would you most like to have?

I've always wanted to learn how to play the harmonica. You can take it anywhere, and it sounds good even if you don't have a band behind you. Plus, my nickname is JJ, and it seems fitting that I play the blues with a name like that.

If you could choose another profession, what would it be?

I love food and grew up in an agricultural environment. I get nostalgic about the countryside and working with my hands. This leads me to dream of making artisanal cheese. It'd be nice to have a herd of goats, sheep and cows, along with a tractor to ride around to keep things lively. I could never be a baker, as I am not a morning per) son. I tried that once and almost fell asleep with my face in the dough. Cheese making seems to avoid that particular challenge.

What movie character would you like to portray and why?

Any of Jackie Chan's characters. They're all pretty similar. The appealing part is that he has such a great time doing all those kung fu stunts. He's always saving the world in some way, and making it funny along the way. I'm a sucker for slapstick comedy.

Is there a book that changed your perspective on life?

The Tao Te Ching has provided the best philosophical guidance thus far. It also happens to be a collection of beautiful poems. It offers the most intuitively true explanation of the world for me, probably because it is so stripped down and simple. In this way it shares the characteristics of any great idea or design. The writings help you to see the natural harmony that can exist in pretty much every situation. Our modern lives are so stressful. I recommend it to anyone who desires more peace and balance.

What's the best reward for a job well done?

Recognition from someone you respect.

What is your personal motto?

Bring more joy into the world. In these difficult times, we need joy more than ever.

What's your personality? Download and complete our questionnaire at www.iabc.com/personality, and you could be features in a future issue of CW.