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© 2019 Imagining Human LLC. ALL RIGHTS RESERVED. 

Imagining Human™ and Human Kit™ are Official Trademarks of Imagining Human LLC. 

The information contained in this website is proprietary and intellectual property of Imagining Human LLC. Copying or redistribution for commercial purposes of any material or design elements is strictly prohibited.

Pioneering The Application Of Cognitive Science To Innovation.

Imagining Human Founders

Ray Fidel

Co-Founder & CEO

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Ray Fidel is Co-Founder and Chief Executive Officer at Imagining Human (IH). He oversees all facets of IH’s leadership, management & investment strategy.

Ray’s extensive experience in the C-suite combined with his entrepreneurial vision and passion for science and technology has led him to the creation of IH and lead the charge to pioneer a new field of applied cognitive sciences to innovation.

His expertise in transforming organizations through the integration of people, technology, and strategy, has always been a hallmark of Ray’s leadership.

He is an active executive and investor in business organizations. He has served as President and CEO of businesses in the banking, auto retail and auto finance, healthcare, and fitness industries.

Before IH, Ray was CEO of DriveTime Automotive for twelve years. Under his leadership, the company expanded operations to 30 states and became the 4th largest used auto retailer in the US.


Ray was also active in seeding and launching the start-ups of SilverRock, BlueShore and Carvana, a now publicly traded company on the NYSE.

Ray also holds a Masters of Business Administration from the University of New Mexico, Robert O. Anderson School of Management.

Rodrigo Mahs


Co-Founder & President

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Rodrigo Mahs is Co-Founder and President at Imagining Human (IH). He leads the development and implementation of IH’s strategy to advance the mission of applying cognitive sciences to the process of innovation.


Rodrigo heads IH’s corporate engagements and strategic partnerships with scientists, researchers, and global universities.

Rodrigo brings to Imaging Human his deep expertise in understanding organizational strategy and his ability to source, and collaborate with leading global researchers and scientists to create unique solutions. 

For over a decade, Rodrigo has been developing science-based solutions in neurolinguistics, behavioral psychology, and applied social sciences for leading global Fortune organizations. Becoming a trusted advisor to some of the world’s largest institutions. 

Before IH, Rodrigo was Managing Director at the UCLA Anderson School of Management where he led a team of world class faculty, researchers, and scientists in the development of global solution around technology, innovation, and strategic management.

Prior to UCLA, Rodrigo was Regional Director of Leadership Solutions for the Center for Creative Leadership (CCL). A behavioral research-based organization focused on developing organizational leadership.

Rodrigo’s key clients included: Apple, Intel, Sony, Avanade, AMGEN, JPL NASA, Juniper Networks, T-Mobile, Honda, Credicorp, PIMCO, CoreLogic, Banco Santander, Coca-Cola, KFAS, Raytheon, Novartis, Wells Fargo, FBI, Department of Defense, and Disney.

He holds a Juris Doctorate and is a graduate of UCLA Anderson’s Executive Program, Rodrigo serves on various Executive Boards.

Desirae Palma


Co-Founder & CIO

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Desirae Palma is Co-Founder and Chief Innovation Officer at Imagining Human (IH).


She leads the development of the strategies, frameworks, and solutions that enable IH to develop applied cognitive science strategies to transform innovation.

Desirae brings to Imagining Human a unique ability to materialize cognitive sciences and create tangible strategies for innovation.

Her vast expertise in deciphering and applying cognitive and social neuroscience, leveraging neurobiological and psychological drivers to organizational culture and strategic transformation, have positioned her as a leading trusted advisor to CEO’s and Executive Teams from top global Fortune 100 companies.

Before IH, Desirae was Vice President of the NeuroLeadership Institute leading an extraordinary team of scientists, researchers, and practitioners in the design, development, and application of neuroscience to leadership, culture, strategy, and performance management.

Desirae’s key clients included leading global Fortune 100 and 500 organizations ranging from technology, healthcare, financial services, and manufacturing.

She is a graduate of UCLA Anderson’s Executive Program and serves on various Executive Boards.