The World's Leading Authority on Human Values

He is a 2X best-selling author and the founder of the Valuegraphics Research Company: creators of the world's first global inventory of What Matters Most. In other words, our values. His award-winning research is published in textbooks used in more than 100 countries, and has redefined what it means to understand people.

After more than two decades consulting with companies in categories as wide ranging as automotive, hospitality, professional services, media, government departments, fundraising, and real estate development, David sold his company and set out to document why people do the things they do.

He launched the Valuegraphics Project in 2015 and since then, his team has surveyed a million people in 152 languages to understand their motivating values — in other words, What Matters Most.

Valuegraphic data pinpoints what drives people, and helps global clients like PayPal, Amazon, the United Nations Foundation, Google, lululemon, and hundreds more engage and motivate the people they need to reach in ways that have never been possible before.

And today, all of his keynotes draw on that same vast knowledge of What Matters Most to the people you need to reach.

Critics decided his most recent best-selling book, The Death of Demographics, was "convincing, insightful, and revolutionary." And his keynotes have been called "riveting," "fascinating," and "life-changing." In 2025, the New York Marketing Club awarded him the Silver Apple for Innovation — only the fourth time in the club's 100-year history that the honour has been given.

His new book, The Values Map: Discover What Drives You and How to Move Others, will be published by Wiley in January 2027.

He splits his time between working in Vancouver and weekend beach walks in the tiny seaside town of Sechelt.