ParallaX Thinking

Better decisions through perspectives that don’t line up—on purpose.

We help founders and teams see products, customers, and risks from multiple angles. That shift—in perspective and evidence—creates singular insight.

ParallaX Thinking

  • Embraces contradictions without forcing synthesis
  • Encourages contextual depth and intellectual flexibility
  • Challenges binary thinking by offering layered viewpoints

About

About ParallaX Views

ParallaX Views, LLC is led by David S. Sherman, Ph.D.—entrepreneur, business strategist, educator, and licensed psychotherapist. With a career spanning technology, media, psychology, and product design, David brings a unique perspective to strategy and leadership.

At the heart of ParallaX Views is ParallaX Thinking—the practice of examining challenges from multiple, often contrasting vantage points to uncover blind spots, challenge assumptions, and surface deeper insights. This perspective-shifting approach is paired with Divergent Thinking, the process of generating a wide field of possibilities before converging on evidence-based solutions. Together, they create a dynamic balance: seeing differently and imagining broadly in order to help founders and organizations make smarter, faster, and more resilient decisions.

Entrepreneurial Journey

In the early 1980s, David was Principal and Co-President of AIMS Media with his brothers, where he modernized its 16mm film and filmstrip library into AIMS Multimedia, a pioneer in educational technology. Drawing on Pinchot’s principles of intrapreneuring, he spearheaded the development of DigitalCurriculum, the first streaming video-on-demand service for education, which served more than 20 million students when it was acquired by Discovery Communications, Inc. in 2004.

After a brief retirement, David co-founded Criteria Corp, the first SaaS pre-employment assessment platform, where he served as COO until his second retirement in 2024. Under his leadership, Criteria expanded into a global talent assessment and development platform—delivering validated pre- and post-hire assessments, structured interviewing solutions, and collaboration tools. Today, Criteria supports more than 4,000 organizations worldwide, with over 60 million assessments administered in 30 languages across 60+ countries. David continues to serve on its Board of Directors.

Beyond Business

Alongside his entrepreneurial work, David remains deeply engaged in psychology and the arts. He is a licensed psychotherapist and continues to advise startups and young entrepreneurs. In addition, he has dedicated himself to his literary work, most notably his debut novel, A Question of Balance —a psychological-philosophical murder mystery.

ParallaX Thinking — Analysis & Considerations

1. Founder’s Perspective

  • Vision, values, and personal goals
  • Risk tolerance and leadership style
  • Strengths and blind spots

2. Customer Perspective

  • Needs, pain points, and desires
  • Emotional and rational buying triggers
  • User experience across touchpoints

3. Market & Competitor Perspective

  • Industry trends and disruptions
  • Competitive positioning and differentiation
  • Market gaps and underserved segments

4. Financial Perspective

  • Revenue models and pricing strategies
  • Cash flow, burn rate, and funding needs
  • Investor expectations and ROI

5. Operational Perspective

  • Scalability of systems and processes
  • Supply chain and resource management
  • Team structure and productivity

6. Team & Culture Perspective

  • Hiring strategy and talent development
  • Internal communication and collaboration
  • Company culture and values alignment

7. Strategic Perspective

  • Short-term vs. long-term trade-offs
  • Strategic partnerships and alliances
  • Exit strategies and growth pathways

8. Societal & Ethical Perspective

  • Social impact and sustainability
  • Ethical implications of business decisions
  • Regulatory and legal compliance

9. Contrarian or “Devil’s Advocate” View

  • What if the core assumptions are wrong?
  • What would a critic or competitor say?
  • What happens if the market shifts suddenly?

Services

Engagements are bespoke and outcome-oriented. Typical tracks include:

Startup & GTM Strategy

Market mapping, opportunity sizing, positioning, and narrative—grounded in data and customer discovery.

Product & UX Advisory

From MVP scoping to experience reviews and qualitative research to uncover friction and lift adoption.

Media & Content

Short-form and long-form concepts, scripts, and production guidance aligned to brand strategy.

Selected Work

Assessment SaaS

Scaled a web-based pre-employment testing platform; advised on product, ops, and growth levers.

Ed-Media Platform

Built one of the earliest interactive paid streaming VOD services used by millions of students and teachers.

Content & IP

Concepted and developed scripted/unscripted formats and short-form campaigns for targeted audiences.

Contact

Interested in working together? Let’s talk.

info@parallaxviews.com

ParallaX Views, LLC — Los Angeles, CA