Not surprisingly, even as McDonald's executives attempt to come to grips with the problems their company, various business experts are offering advice of their own.Adrian J Slywotzky, author of Value Migration, noted, “McDonald's needs to move the question from ‘How can we sell more hamburger?’ to What does our brand allow us to consider selling to our customers? Mark DiMassimo, chief executive of a New York-based company that specializes in brand advertising, call McDonald's “a large lost organization that is searching for a strategy. “In his view,” The company must focus, focus, focus, and stand for one thing.”