What makes Logic & Heart "Logic & Heart"?

A biased take on our origin story.

Hoori and I often ask ourselves why we started Logic & Heart. Not as in, oh jeez, why did we ever start an agency? But more like, what drove us to think the world needed another life science marketing agency. Why us? What do we have to offer? And really, what will keep us going, even when things get tough?

Lots of founders have faced and written about these questions. Often, the answers seem to come down to things like believing in yourself, wanting to make a difference, wanting to drive the conversation, and finding strength in calling the shots. I suppose these are all true for us as well.

But I think what drives Logic & Heart, what separates our way of thinking, and what seems to draw people in, is the same thing that led us to our name.

Now if you know us, I probably know what you’re thinking: that’s easy. Larry is the Logic (the “L”) and Hoori is the Heart (the “H”). You’re not exactly wrong. But I don’t think it captures the whole story.

The core of our agency is the combination of who we are, how we work together, our different strengths and drivers, the people we bring into the Heartlist, the impact that we have. The way we think, everything we do, and everything we put out there makes Logic & Heart what it is.

So what is it about this seemingly strange combination of folks that really seems to work? How does a passionate, goal-oriented, difference-making client director who truly believes in the power of science and championing the underdog fit with a creative, problem-solving, somewhat analytical writer and strategy director who truly believes that you can’t move people’s minds without first moving their hearts?

Let’s start with the seemingly cold analytical partner first. (That would be me.)

The author (on the right) in his natural state.

I am driven by solving problems. I believe that every challenge has a solution. You just need to have as much information as possible, absorb it, and then let it go, so you can come at it from all sorts of angles. If one creative way in doesn’t work, there’s always another one. Throw things against the wall. See what sticks. Something is going to reach people. Never settle for order-taking or simply reflecting back what people tell you. Surprise them, reach them where they are, throw them off kilter a little so they’ll pay attention, and then grab them.

For me, Logic & Heart is a way to own that belief and that approach. I happen to apply it to biotech, life science and healthcare, because those are where the greatest challenges are, and where that way of thinking can truly matter.

The thing is, it’s not the ‘mattering’ that motivates me. That’s the result of what I do, not the driver. Maybe that’s more ‘logic’ than ‘heart,’ but I think it’s just a different way to get to both things.

It’s completely the opposite for Hoori, though.

That's Hoori on the left.

She might tell you differently, but here’s my take: Hoori was put on this earth to make a difference. Hoori believes, truly believes, that science, passion and people are what matter. Systems and status quo are only improved when someone cares enough to act and is dogged enough to see things through. And it’s that willingness to put herself out there, to dive in on behalf of those who see the world for what it could be, to care – that’s what draws people into her orbit.

I think for Hoori, Logic & Heart is a means to own and carry through that vision and that belief. The ‘mattering’ is what matters. And while it might seem like it’s more ‘heart’ than ‘logic,’ the doing can’t be separated from the caring. The planning, the organizing, and the collaboration have to happen. Otherwise, it’s all talk and no action.

In the end, I think that’s what makes Logic & Heart tick. We dig deep and find our clients’ truths, and then tell their stories in a way that really makes a difference, for them and for those they want to reach. And it comes from this strange alchemy of who we are. Honestly, we couldn’t come at it any other way.