We help founders and teams see products, customers, and risks from multiple angles. That shift—in perspective and evidence—creates singular insight.
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.
Bespoke, outcome-oriented engagements across three tracks.
Clarity of identity, position, and path to market.
Define mission, values, audience, and narrative. Research-backed brand architecture that resonates and compounds equity.
Opportunity sizing, competitive mapping, and differentiated positioning—grounded in discovery and real-world signals.
Align product, sales, and marketing for launches that land. Targeting, journey mapping, and a tactical plan for impact.
Acquire, engage, and grow with intent.
Articles, data-driven pieces, video scripts, and social copy—on-voice and built to fuel funnels.
Keyword research, on-page & technical SEO, plus targeted SEM campaigns to grow qualified demand and maximize ROAS.
Strategy, creative, and analytics for organic and paid programs that build community and move metrics.
Implement tracking, define KPIs, and analyze performance to surface insights that optimize spend and accelerate growth.
Make things customers actually use—and love.
MVP scoping, experience reviews, and qualitative research to remove friction and lift adoption.
Positioning & messaging, feature/launch playbooks, and sales enablement—closing the gap between value and understanding.
Scaled a web-based pre-employment testing platform; advised on product, ops, and growth levers.
Built one of the earliest interactive paid streaming VOD services used by millions of students and teachers.
Concepted and developed scripted/unscripted formats and short-form campaigns for targeted audiences.
Brief Bio: Entrepreneur, strategist, and licensed psychotherapist, David blends product rigor with human insight. He modernized AIMS Media into AIMS Multimedia and co-founded Criteria Corp, the pioneering SaaS talent assessment platform (now 4,000+ organizations, 60M+ assessments). At ParallaX Views, he applies “ParallaX Thinking”—structured, multi-angle analysis—to help founders make faster, smarter decisions across brand, product, and GTM. David serves on Criteria’s board and is the author of A Question of Balance. Los Angeles.
Brief Bio: Brand & growth leader uniting strategy, content, and performance to build demand at speed. Currently SVP, Brand Marketing & Strategy at RPM, he has unified global brand architecture, launched the B2B2C platform RPM Moves, and led programs tied to $5MM in net revenue—onboarding 2,000 carriers (2024–2025). His campaigns generated 3M+ organic impressions at ~12% engagement and lifted site traffic 270%. Former creative lead at MXM (Accenture) with award-winning work for Apple, HBO, Netflix, Lenovo, and more. B.S. Cinema, Video, And Production, Film, Writing (Roy H. Park School of Communications, Ithaca College); UCLA Extension (Marketing). Los Angeles.
Interested in working together? Let’s talk.
ParallaX Views, LLC — Los Angeles, CA
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. 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. 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.
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. He is also the author of A Question of Balance, a psychological-philosophical murder mystery.
