At Logic Speak, our mission goes beyond providing top-notch IT services. We are dedicated to making a positive impact on the lives of our clients, employees, and the community. Founded in 2004 by Jason Etheridge, Logic Speak was born out of a desire to help others through technology. Our strategy to accomplish our mission is to serve our community right here in our very own “backyard.” Sometimes (and really ALL THE TIME for us at Logic Speak), the best way to have a positive impact on the world is to serve the people right here in our area.
Serving the Community
Our mission extends to the broader community. We believe in giving back and making a difference. Whether it’s through volunteer work, charitable donations, or community events, we are committed to supporting the communities where we live and work. We understand that a thriving community benefits everyone, and we are proud to play our part in making it a better place.
Logic Speak is a proud member of the Greater North Fulton Chamber of Commerce (GNFCC). The GNFCC facilitates the Leadership North Fulton (LNF) annual program and our very own Ashley May was honored to participate this year. Each year, leaders from the Greater North Fulton area come together to tackle pressing community challenges through a signature project. This year, LNF is addressing food insecurity by creating a community garden in partnership with Bridge to Grace Church and North Fulton Community Charities. This garden will provide fresh produce to local families, distributed through the NFCC food pantry, while fostering community engagement and education about healthy living. By empowering the community with knowledge about gardening and nutrition, and fostering a sense of connection and resilience, LNF’s efforts align with the larger mission of creating a sustainable and compassionate community where everyone has access to the resources they need to thrive.
Interested in supporting the garden? Give here! We are excited about the future and the opportunities to further our commitment to our clients, employees, and community. Together, we can achieve great things and make a lasting difference.
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At Logic Speak, our core values shape how we lead, how we work, and how we serve our clients. They’re not words on a wall, they’re filters for decisions and expectations for how we show up every day.
But here’s something we’ve learned the hard way: even good values have a shadow side.
Values, when taken too far or applied without self‑awareness, can create unintended consequences. What starts as a strength can quietly become a blind spot. And if we’re not careful, the very things we pride ourselves on can work against us.
So today, we want to talk honestly about our values, not just the best of them, but the risks of overusing them.
We Care for You
The strength:
Caring for others is foundational to who we are. It means treating people with dignity, empathy, and kindness. It means remembering that coworkers, clients, and partners are humans first, not just roles or tickets or invoices.
The shadow side:
When care goes unchecked, it can turn into avoidance. We may hesitate to give hard feedback because we don’t want to hurt someone’s feelings. We may tolerate behaviors longer than we should because we empathize deeply with circumstances. Over time, clarity suffers, and ironically, so does trust.
Care without courage isn’t actually care.
We Lean In
The strength:
We lean in when there’s a need. We take ownership. We step up when things are unclear or uncomfortable. This value fuels responsibility, initiative, and teamwork.
The shadow side:
Leaning in too much can become overfunctioning. We jump in to fix things that aren’t ours to fix. We take on too much instead of letting others wrestle and grow. Eventually, this can lead to burnout, resentment, or invisible bottlenecks where “that person always handles it.”
Sometimes the most responsible thing to do is not lean in, but step back.
We Love Our Craft
The strength:
We take pride in doing things well. We pay attention to details. We care about quality, process, and doing the right thing, even when no one is watching.
The shadow side:
At its extreme, loving our craft can turn into perfectionism. We may over‑engineer solutions, delay decisions, or become critical when others don’t meet our internal standards. What was meant to produce excellence can unintentionally slow momentum or make collaboration harder.
Excellence should serve the outcome, not replace it.
We Keep Improving
The strength:
Growth matters here. We believe learning never stops and that feedback, when handled well, is a gift. This value keeps us curious, hungry, and moving forward.
The shadow side:
Constant improvement can quietly create the feeling that “where we are is never enough.” Wins may go uncelebrated because we’re already focused on what’s next. People may feel like they’re always being evaluated instead of occasionally being affirmed.
Improvement without appreciation can feel exhausting.
Why This Matters: Blind Spots Are Part of Being Human
None of these shadow sides mean our values are flawed. They mean we’re human.
Every person, every team, and every organization has blind spots. Often, they’re not found in our weaknesses, but in our strengths, overused or unexamined. The danger isn’t having blind spots, it’s assuming we don’t.
That’s why self‑awareness matters so deeply to us. It’s why feedback matters. It’s why we believe asking questions like “How is this landing?” and “What might I be missing?” is a leadership responsibility, not a sign of insecurity.
Living Our Values With Humility
Our goal isn’t to live our values perfectly. It’s to live them thoughtfully.
That means holding our values firmly, but ourselves humbly. It means inviting perspective, welcoming challenge, and remembering that good intentions don’t eliminate unintended impact.
When we name the shadow side, we don’t weaken our culture, we strengthen it.
Because the best teams aren’t made of people without blind spots.
They’re made of people willing to look for them.