As he moved from the academic to the business world in the early 1990s his focus has been on solving day-to-day marketing problems and answering the market based questions that form the basis of marketing action.

It is understanding the consumer, how they think, their hopes and desires, and the role that products and services play in everyday living that is at the heart of Don's professional practice. Bringing that understanding to a marketing problem and then finding a practical solution is his strength.