David Lemley is president and chief troublemaker of Retail Voodoo (www.retail-voodoo.com), where he sets the standard for all research, brand positioning and design development for the firm. Lemley’s visioning diagnostics, research analyses, consensus-building tools and strong design chops have helped many companies, including REI, Starbucks, Sur la Table, The Home Depot and Nike, to achieve brand goals. As an author and speaker, Lemley has contributed thought leadership articles to trade and marketing publications, and, when not working with clients or building impossible Lego structures with his family, he teaches packaging design and brand development classes once per year.