David Etheridge

David Lawton Etheridge is an entrepreneur, writer, and consultant who applies investigative research methods to complex problems—whether that's pricing strategy for businesses, navigating healthcare systems, or understanding hearing loss solutions.

With an MBA and decades of experience in analytical problem-solving, he's built a career on questioning assumptions, following the money, and connecting dots that others miss. After sharing his knowledge of hearing aids and how to use them in his book, The Hearing Aid Handbook, he turned his attention to examine how industry influence shapes medical and nutritional guidelines after getting some bad news about his own health. His findings and journey are documented in We're Not Sick, We're Being Sold.

Through Side B Publishing, he's committed to producing work that challenges conventional wisdom and provides readers with tools to think critically—whether that's about health decisions, sales strategies, or navigating industries designed to confuse consumers.

His writing philosophy is straightforward: cite your sources, show your methodology, and give readers the information they need to verify claims themselves. He's not interested in replacing one form of authority with another—he's interested in helping people become informed participants rather than passive consumers.