The Art of the Hyphen

"The hyphen is not merely a slice of punctuation. It's a powerful demonstration of 21st century badass can-do-ness. It is weapons-grade aptitude. Admittedly, it may not be for everybody, and no one is telling you that you're extinct without two hats. There's great honor in dedicating yourself to refining a singular craft, collaborating with others or inviting a fresh pair of eyes and ears to something. But the hyphen is accountability dialed up to 11. And, in this hypercompetitive, blame-rich industry, it's unquestionably wise to be 200 percent competent. Call it future-proofing if you want."

-excerpt from article by Tim Roper

source: http://www.adweek.com/news/advertising-branding/how-hyphen-shaping-future-advertising-174215