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David Allison

Marketing Expert, Author & Pioneer of Valuegraphics

David Allison’s research has led to a discovery that will change the way you work, and the way you think about the world. Data from a staggering 60,000 surveys proves that demographics are dead, and that shared values, or ‘Valuegraphics’, are a far more powerful way to motivate target markets. Valuegraphics disprove outdated ideas about age, income, and gender, and will multiply the effectiveness of every marketing dollar as much as 700%. A successful entrepreneur and marketing keynote speaker who has thrived through massive industry disruption himself, David helps organizations replace guesswork with research and science, transforming disruptive change into welcome opportunity.

Vancouver, British Columbia, Canada


Valuegraphics:  60,000+ People Told Us What Motivates Them Most
Age is irrelevant today, and other demographics like gender or income aren’t the defining characteristics they may have been in the past. David’s studied 60,000+ surveys from across North America, and proved that demographics are dead. Along the way, he discovered Valuegraphics, an entirely new tool that defines and motivates target audiences based on what people value: what they need, want and expect out of life. Backed with rigorous data, Valuegraphics will change marketing, planning, design and culture in every field.

David’s ten Valuegraphic Archetypes are as much as 700% more effective than the demographic segments created decades ago. In fact, David’s continuously expanding database reveals that traditional segments like Baby Boomers or Millennials are the least effective targets for any organization, and should be discarded.

David uses his research to customize his presentation for every audience. He shares his findings, explains how to use Valuegraphics, and offers real-world examples to make the data come to life. Audiences leave energized, full of new ideas and fresh perspectives that can be applied immediately to both their personal and professional life.

Valuegraphics: Where We Live, Work and Play
David has helped hundreds of organizations shape the places and spaces where we all live, work and play. His groundbreaking discovery of Valuegraphics, using shared values as a planning, design and marketing tool, plus his two decades of real-world experience in this industry, sparks new ideas and strategies for urban planners, condo developers, homebuilders and tourism/resort operators. His insight gives leaders from all sub-sectors in the industry practical and actionable ideas that create a significant competitive advantage. 

Valuegraphics: A Survival Tool for Change and Disruption
New Technologies and new ideas are changing your industry. It’s hard to know what to do. As a survivor of an industry in turmoil himself, David explains the patterns to watch for, and how to use Valuegraphics to survive and thrive through massive change and even outright disruption. Our world will keep changing, and disruption will become a fact of life, but through it all what your customers value: what they want, need and expect will remain the same. Valuegraphics define what makes us human, what we all share, and David explains how to use our shared values to your advantage. Some companies and individuals emerge from massive change even stronger than before. David motivates audiences by providing the actionable steps you can take to not just survive, but thrive.

Next-Generation Real Estate Development and City-Building
David has helped motivate millions of people around the world choose a new city, neighbourhood, office, or home. He has helped shape the places and spaces where we all live, work and play. His groundbreaking research on motivation, and his real-world experience in this industry, never fails to spark new ideas and strategies for urban planners, condo developers, home builders and resort operators. His insight gives leaders from all sub-sectors in the building industry practical and actionable ideas that create a significant competitive advantage.  

Platform Plus

Customized Valuegraphics Workshop

David Allison’s newest research has led to a discovery that will change the way you work, and the way you think about the world. Data from a staggering 60,000+ surveys proves that demographics are dead, and that shared values, or Valuegraphics, are a far more powerful way to motivate target markets.

David will present a customized Valuegraphic Profile for your stakeholder groups, and facilitate a Valuegraphic Workshop specifically designed for the objectives and goals of your company, industry or organization.

After this intense and engaging session, your team will be refreshed, focused on the most-motivating shared-values of your stakeholder groups, and ready to create more powerful products, services or brands.

Valuegraphics will multiply the effectiveness of your planning, design and marketing budgets as much as 700%, and will replace the guesswork and opinions around the boardroom table with science and data.

  • David is one of our favorite speakers to book for business conferences. Each time he speaks, the feedback from delegates is excellent.  They enjoy his energetic and fun delivery, but more importantly leave with information that asks them to look at the world in a different way.  Pushing people out of their normal day-to-day thinking is a part of what educational events such as ours strive to do, and David helps us meet those objectives regardless of the size or makeup of the audience.

    - Director, Conference Management & Marketing | Global Exhibitions | INFORMA EXHIBITIONS
  • Innovation is central to everything we do, so choosing David to speak about Valuegraphics at our first ever Canada/USA all-staff conference was a perfect fit. There's nothing more innovative or necessary than discarding ageist ideas in the boardroom: at a time when generational change is on every corporate agenda, having science and data about how to proceed is crucial. Our internal shared values and those of our customers must be a priority, and David's research makes values a useful tool for meeting business objectives. He's a great speaker too! The whole room was excited and interested in thinking big new thoughts! - President & CEO, Intracorp North America
  • David Allison sees and hears the patterns in the noise — and is then able to tell us what the real signal is. He's a born storyteller and people love him.

    - Douglas Coupland | Artist, Author
  • Thank you for your help in connecting us with David Allison. The team found his speech informative and interesting and his delivery was excellent. David was very professional and made sure we knew of the logistics of his speech well in advance, which made our preparations for the day so much easier. - Vice President, Enterprise Resources & Innovation - QuadReal Property Group
  • David is a captivating and entertaining business speaker. His delivery of information and visual presentation engages our event attendees. We receive plenty of positive feedback. He has his own following, our last event with David was a sell-out, one of the largest responses we have ever had!

    - Director, Professional Development | Urban Development Institute
  • David knows how to engage an audience and keep them listening!

    - Minister of Justice, Attorney General of British Columbia
  • David applies energy and enthusiasm to all his interactions. He is a true professional, expressing genuine care and interest in creating forward thinking, tactful content that inspires and motivates attendees. Ingenuity, wit and spark contribute to his storytelling abilities; he truly shines on stage. Working with David was an absolute pleasure!

    - Event Manager Global Exhibitions, Informa Canada
  • David is certainly one of the best I have worked with: he is relaxed and passionate and makes sure everyone in the room is engaged.

    - Sam Sullivan, former Mayor of Vancouver, MLA for British Columbia
  • David spoke to our conference of private club marketing professionals from across North America, and he rocked the room. We had a ton of very positive feedback. He's dynamic, refreshing, and insightful. Fantastic speaker.

    - Director of Brand Experience & Marketing, The Vancouver Club
  • His thought provoking talk got me thinking about what my own core values and motivations are and opened my mind about a new way to view other people, rather than depending on the traditional and limited age-based demographic categorizations that are not ideal predictors of future behaviour. Delivered in his usual dynamic, enthusiastic and powerful speaking style, David captivated the room with his brilliant insights. I had several people come up to me at the end of his talk saying that he did a phenomenal job. I would definitely invite David back again to speak. - Executive Director, Urban Development Institute

Summary Profile

For more than three decades, David has been working with mass-market audiences and helping his clients stay one-step-ahead of the curve. His research on how & why people are motivated to make decisions helps his clients outperform their competition.  From automobiles to orchestras, from technology to hotels, and from condominiums to entire communities, David shows us how to activate people while the world continues to swirl with change around us.

David’s latest and most-ambitious research project has led to the discovery of a new way to define target audiences that is up to 700% more accurate than the tools most commonly used today.  His data from 40,000 surveys across North America has revealed that age, income, and gender do not accurately predict behaviour the way they did in the past. Instead, his new method for motivating a defined audience is based on what different people truly care about the most. This discovery will change marketing, planning, design and culture for decades to come.

David speaks passionately about the reinvention of contemporary life, and how consumers are changing as a result. He connects the dots to help organizations create products and campaigns for this new era. His insights help all market sectors as they face a very different world ahead.

With his team at DAVID ALLISON INC, he is a trusted advisor to complex organizations around the world, but his leadership background gives him an added perspective.

He launched, and ten years later sold, an award-winning marketing-communications firm, with clients throughout Canada, the United States, Central America and the Caribbean. He was VP Marketing for a recreational property/resort marketing firm with 117 offices around the globe, and VP Marketing for a luxury brand with operations in cities across Canada. He has served as a director of the Urban Development Institute, the Contemporary Art Gallery, and the Canadian Council for Aboriginal Business.

Moreover, he is entertaining. He is a motivation expert after all, and knows how to make his subject matter fun and easy-to-understand. People leave his presentations eager to implement new ideas and insights. He is an accomplished keynote speaker at conferences across the country. David has lectured at SFU, UBC, and BCIT, and taught a full-slate of undergraduate and graduate marketing courses at the University of Calgary School of Business.

Over his decades working with organizations around the world, he has won many accolades and awards, and written three books on various market-motivation techniques. David was one of the first to recognize how social media would change the relationship between consumers and companies, and published Sell the Truth, his first book, to help marketers gain an early-advantage.

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