Jeff was Vice President and a Principal of S-F from 1992 until the end of 2018. During that time his primary focus was developing product strategies for clients using Sundberg-Ferar’s Genesis™ process, which he developed to ensure companies are strategically and tactically poised to create and develop winning products. Jeff’s passion has always been creating emotive and functionally innovative product solutions for industry leaders in areas such as home products, automotive interiors, major appliances, housewares, and system furniture, to name a few. He also worked in China, Europe and Latin America, converting unique cultural needs into products aimed at regional markets. Jeff holds numerous mechanical and design patents, and has taught courses at the Center for Creative Studies in Detroit and at the University of Michigan in Ann Arbor. Jeff is now an advisor to the Sundberg-Ferar leadership and innovation strategy team.