For many designers, the most gratifying moment in any project arrives with the unveiling of the visual and conceptual deliverables laid out before a satisfied client. But not Agustin Garza (GRPK, ‘81). The principal and founder of The Garza Group made a pivotal discovery about his own value proposition several years back when it became clear that the real, lasting benefits of his work lie in the meticulous research process he undertook to assess corporate leaders’ mission, vision, values and goals.
For Garza, and ultimately his clients, the journey became the destination. “The irony is that work really is not what you see but how you get there,” says Garza, principal and founder of Garza Group Communications, whose clients include City of Los Angeles, Mexico City, Coca Cola, Luxe Hotels and American Express. “That’s true in most careers. It’s getting to that one solution that is the real job.”