ParallaX Views helps founders, creative teams, and growing companies reframe complex questions—so strategy, product, story, and execution finally point in the same direction.
ParallaX Thinking is a disciplined way of shifting vantage points before locking into a decision. Instead of treating strategy as a single answer, we look for the tension between angles—the place where blind spots, hidden opportunities, and better questions tend to appear.
Not every engagement needs every lens. The point is not to create a bigger checklist. It is to find the few perspectives that change the answer.
Focused engagements for moments when clarity matters more than more decks. We do not try to be everything to everyone. That way lies both madness and very long websites.
Clarify what you are, who you are for, and why the market should care now.
Find the disconnect between what the product does, what users feel, and what buyers understand.
Turn scattered strengths into a coherent story that can travel across a website, pitch, campaign, or conversation.
A thinking partner for founders and leadership teams facing ambiguous decisions, competing advice, or strategic drift.
When useful, we pressure-test the practical business logic behind a strategy—pricing, packaging, buyer friction, and the story a plan tells.
ParallaX Views is not an investment advisory or financial planning firm.
Shape ideas, formats, and intellectual property into sharper concepts with stronger audience logic.
Experience across educational media, SaaS, assessment technology, content, and growth strategy.
Co-founded and helped scale a web-based assessment platform, with emphasis on product clarity, operations, customer experience, and market education.
Helped transform a legacy educational-media company into an early interactive streaming video-on-demand platform for schools.
Developed scripted, unscripted, short-form, and campaign concepts with a focus on story, audience, and strategic fit.
David is an entrepreneur, strategist, educator, and licensed psychotherapist. His work spans educational media, SaaS, psychology, product design, and creative development.
In the early 1980s, David was Principal and Co-President of AIMS Media with his brothers, where he helped modernize its 16mm film and filmstrip library into AIMS Multimedia, a pioneer in educational technology. He later spearheaded the development of DigitalCurriculum, an early interactive streaming video-on-demand service for education, which served more than 20 million students when it was acquired by Discovery Communications, Inc. in 2004.
Enticed out of retirement by a startup SaaS business idea for online employee assessments, David became the co-founder and COO/CFO of Criteria Corp, a web-based pre-employment testing business using the same Software as a Service (SaaS) model he had helped develop at AIMS. Criteria has grown into a talent signal platform that helps organizations look beyond resumes through scientifically validated assessments, structured and video interviewing, and employee development tools. Its platform is used by more than 4,500 organizations worldwide and has delivered more than 80 million assessments across 60 countries and in more than 25 languages. David retired from Criteria Corp in July 2024 but continues to serve on its Board of Directors.
At ParallaX Views, David applies structured multi-angle analysis to help founders and teams clarify strategy, product, narrative, and decision-making.
Drew is a brand and growth leader with experience across strategy, content, performance marketing, and creative development. He has led brand architecture, B2B2C platform development, campaigns, and editorial programs for logistics, technology, entertainment, and consumer brands.
Have a strategic question, a stuck product story, or a decision that deserves more than one angle? Send a note.
