Joan Joffe is not the kind of person to let an opportunity pass unseized. Whether through luck or instinct, she`s shown an uncanny ability to spot the next big wave and ride it for all she`s worth.

Right now, pen and yellow notepad in hand, she`s using this interview, too. As Vodacom`s image-maker, she doesn`t miss any chance to check what messages the media is receiving about the company.