Grounded Support
for leaders and organizations navigating complexity, change, and growth.

Danielle DeRuiter-Williams is the Founder and Principal of Just Good Advisors, a consulting and coaching practice dedicated to equipping organizations and individual leaders with the knowledge, skills, tools, and practices they need to excel and remain resilient.

A lifelong agitator, Danielle is known for her strategic leadership, innovative approach to organizational development, and deep commitment to creating equitable and inclusive work environments. Her work is grounded in authenticity, humor, and a belief that meaningful change happens when people feel supported, challenged, and clear about what they are building.

Danielle’s professional experience spans government, nonprofit, and private-sector contexts. Prior to founding Just Good Advisors, she served as a Partner at Promise54 in their DEI and Talent division, Associate Director of Racial Equity at the Urban Institute’s Research to Action Lab, and Co-Founder of The Justice Collective, where she contributed to nearly 100 equity-focused projects nationwide. She also launched and led the Racial and Social Equity Initiative within the City of San Francisco’s Urban Planning Department.

Across these roles, Danielle supported leaders and organizations in translating values into practice, strengthening internal capacity, and navigating the realities of organizational change. She is celebrated for her ability to blend strategic insight with warmth and clarity, creating spaces where people feel both supported and stretched.

Danielle holds a BA in Liberal Studies from Grand Valley State University, completed graduate studies in Urban and Regional Planning and Afro-American Studies at UCLA, and earned an MBA from Mills College with a focus on Organizational Equity, Diversity, and Inclusion.