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Michael started Imaginovation in 2011. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Imaginovation?
So, it all started back in 2011. I had finished my Master's degree in Australia and came back to the US. The Great Recession of 2008 had just ended, but I didn't have a job as the economy was in bad shape, and the market was not good. At the same time, Pete was struggling as well in regards to working two full-time jobs, 16-18 hours a day. Pete was working at SAS and had realized that he wanted to do something bigger, build something of his own.
Pete and I met through one of our mutual friends but little did we know that we will become such great friends and business partners.
One day Pete called me very randomly and asked if I want to start a company. "Wait. What?" I was both excited and confused. I always had a dream of starting my own business and put my marketing knowledge to work. But, both of us didn't have any experience in building a business initially.
Some of Pete's friends, who were software developers and web developers, and also jobless at that time but were happy to join us for a few months working for free, until we were able to close some business. So we all decided to set up a full-service web and mobile app development company to help businesses achieve their true potential through innovative technology.
> Being an entrepreneur is not easy, we learned things through tons of trial and error and consistent hard work.
Then we started mulling over the company name, and I thought a great slogan for our company would be "Imagination turns innovation," and the name "Imaginovation" quickly popped in our mind. That's how Imaginovation came into existence.
Imaginovation was branded in a way to meet the personalities of Pete and myself, defining our characteristics as well as what makes us different. Our slogan "Imagination turns to Innovation" which is a balance between business creative and strategy (Mike) who guides our clients to understand the business initiatives and goals for what they are trying to achieve and the creative solutions being presented to them.
The innovation side (Pete) represents the technical and execution side of the company, where our experienced coders and engineers have done the impossible for many clients, and essentially turn your idea and concept into a digital reality reflecting our service offerings. This personality has digitally transformed our current website into an outer space type theme since space portrays limitless possibilities of thought and imagination. This was the thought process behind our branding and story, which has helped fuel our business growth.