As Principal and Chief Design Officer, David’s role is to help his clients solve the right problems and create meaningful products and services in a diverse range of industries.  It’s been 35 years since David’s first product was introduced in the market (12.5” Rubbermaid Toolbox) and his experience in getting products into the hands of consumers remains the driving force for himself and his team at Sundberg-Ferar.  With 50+ patents and products launched from wine glasses to appliances to construction equipment to many things in between, David brings the same commitment to them all.

David continues his lifelong observation of human behavior and how the relationships with products develop.  He has traveled the world to see first-hand the similarities and differences around the planet we share.  He believes in going to the spot, being hands on and getting dirty.  It’s the best path to uncover insights that lead to innovation opportunities that improve or reinvent new people-product relationships.  As a consultant, working with startups to fortune 500 companies, David’s approach is always the same, find the right process and approach that helps his clients meet their goals.

David is a Detroit but calls Michigan’s UP home.  His love of nature and passion for adventure will continually bring him to new places and people that will certainly inspire the next innovation opportunities to be uncovered. “There’s nothing more exciting than immersing yourself into a new experience.  I’m fortunate to have collaborated with so many great organizations in my career – what’s next!”