Danielle DeRuiter-Williams is Founder and CEO of Just Good Advisors, a company committed to equipping organizations and individuals with the knowledge, skills, tools, and practices they need to do their best work and remain resilient and adaptable. Danielle is also a lifelong agitator. Her approach combines strategic leadership, innovative business development, and a profound commitment to creating equitable and inclusive work environments. Danielle is celebrated for her authenticity, humor, and dynamism, which she leverages to engage and inspire diverse audiences.

Formerly, a Partner at Promise54 as part of the DEI + Talent division, she spearheaded initiatives in Diversity, Equity, and Inclusion (DEI) with client partners in all sectors. Before joining Promise54, Danielle served as the Associate Director of Racial Equity at the Research to Action Lab at the Urban Institute. There, she was pivotal in enhancing DEI practices across the center and organization, utilizing her deep knowledge in policy, urban planning, and housing justice to drive impactful initiatives. Her efforts included leading complex multi-workstream projects and developing tailored strategies that significantly advanced equity-centered outcomes.

Danielle's background also includes co-founding a consulting firm in the Bay Area, The Justice Collective, where she successfully managed or contributed to nearly 100 projects, with a focus on both relationships and results-orientation that substantially benefited clients across various sectors. Her strategic and leadership acumen was further exhibited through her contributions to scaling the company via business development and partnerships and by implementing innovative client relationship management systems and processes.

A notable highlight in her career was launching the Racial and Social Equity Initiative for the City of San Francisco’s Urban Planning Department, affirming her expertise in racial equity and strategic urban planning. Danielle's engaging presentations are known for blending humor with authenticity and providing actionable insights, making her a captivating speaker.

Danielle holds a BA in liberal studies from Grand Valley State University and as well as graduate studies in Urban and Regional Planning and Afro-American studies at the University of California, Los Angeles. She earned an MBA from Mills College, where she specialized in organizational equity, diversity, and inclusion. Recognized for her leadership, strategic thinking, and pragmatic decision-making, Danielle is a sought-after speaker and advisor, continually inspiring others to foster inclusive and equitable environments.