Garrett Herzik

Obsessed with decision-making, he helps organizations navigate their now through brand strategy, positioning, naming, and architectural assignments. He has led projects across North America and Europe, partnering with leaders at Google Gemini, Marriott International, PepsiCo, Lands' End, Pandora, Kraken, Gymshark, and more. Along the way, he's worked with studios including PORTO ROCHA, Redscout, Upperquad, Mazarine, Paper Tiger, and others.

Colleagues say his superpower is optimism, which nourishes his belief that every challenge contains a rewarding answer. That philosophy gave rise to Operating Logic, a handbook for strategists and leaders on making better decisions, available to read at operatinglogic.com.

Away from his desk, you'll find Garrett reading science fiction, playing soccer, or finding a way to make his wife and son smile.

His guiding philosophy comes from François Auguste de Chateaubriand:

“A master in the art of living draws no sharp distinction between his work and his play; his labor and his leisure; his mind and his body; his education and his recreation. He hardly knows which is which. He simply pursues his vision of excellence through whatever he is doing, and leaves others to determine whether he is working or playing. To himself, he always appears to be doing both.”