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Connection is the Key to a Better Workplace

Our mission is to fix the lack of connection in the workplace, enabling employees and organizations to thrive.

For over a decade, we’ve been dedicated to fixing what’s broken about today’s workplace: the lack of connection and belonging among employees.  We believe that meaningful human connection at work is the key to unlocking transformational benefits both to the business and individual employees.

Founded by serial social entrepreneur and leading expert on the science of purpose and fulfillment at work, Aaron Hurst, we know what it takes to create, launch and scale an enterprise-wide solution for employee connection and team building.

The Imperative Platform is a streamlined experience that combines AI-powered employee matching, science-backed conversations and data-driven insights—strengthening teams, breaking down silos, improving collaboration and reducing turnover.

What We Stand For

Our Vision

A world connected by our shared purpose and desire to have fulfilling lives.

Our Product

Imperative is a future of work platform that helps distributed organizations build, activate and measure employee connection.

Our Purpose

Our purpose is to empower everyone to make their work more meaningful.

We’re Certified as a Business Force for Good

Certified B Corporations are leaders in the global movement for an inclusive, equitable, and regenerative economy.

Imperative is part of the movement transforming the global economy to benefit all people, communities, and the planet.

What the “Future of Work” Means to Us

Our Team

Our team’s experience ranges from enterprise-level tech companies to scrappy start-ups. Now, we’re all here for the same reason: to change the future of work.

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Steve O'Brian
CEO
Leadership

Steve's purpose is to build scalable, high-impact organizations that truly make a difference.

Aaron Hurst
FOUNDER
Leadership

Aaron’s purpose is to awaken lions so that they can care for their pride.

Nicole Resch
VP GROWTH / CO-FOUNDER
Leadership

Nicole’s purpose is to neutralize the birth lottery so that everyone has access to the golden ticket.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
Leadership

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

J.R. Jesson
CTO
Leadership

JR's purpose is to enable groups to overcome social barriers by coming together.

Travis Mears (he/him)
SR. DIRECTOR OF ACCOUNTS & CUSTOMER SUCCESS
Leadership

Travis' purpose is to thaw the freeze of injustice, unleashing the boldness in every community.

Aaron Hurst
Founder
Sales & Marketing

Aaron’s purpose is to awaken lions so that they can care for their pride.

Nicole Resch
VP GROWTH / CO-FOUNDER
Sales & Marketing

Nicole’s purpose is to neutralize the birth lottery so that everyone has access to the golden ticket.

Emma Powers
DIRECTOR OF MARKETING
Sales & Marketing

Emma’s purpose is to conduct the symphony within organizations enabling all instruments to play in harmony.

Emma Petrin
MARKETING COORDINATOR
Sales & Marketing

Emma’s purpose is to enable everyoneto overcome barriers by finding answers and increasing their knowledge.

Sheri Paradise
SR. ACCOUNT EXECUTIVE
Sales & Marketing

Sheri's purpose is to connect humans to create remarkable experiences.

J.R. Jesson
CTO
Product

JR's purpose is to enable groups to overcome social barriers by coming together.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
Product

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

Hyewon Abe
TECHNICAL PRODUCT MANAGER
Product

Hyewon’s purpose is to empower groups to collectively eliminate any social barriers that prevent progress and achievement.

Raine Lightner
DIRECTOR OF ENGINEERING
Product

Raine's purpose is to help people overcome societal barriers by providing tools and support.

Aaron Hurst
FOUNDER
Product

Aaron’s purpose is to awaken lions so that they can care for their pride.

Connor Neal Harrison
Sales Development Representative
Sales & Marketing

Connor’s purpose is to help teams understand the causes of their challenges and to learn the best ways to overcome them.

Travis Mears (he/him)
SR. DIRECTOR OF ACCOUNTS & CUSTOMER SUCCESS
Accounts & Customer Success

Travis' purpose is to thaw the freeze of injustice, unleashing the boldness in every community.

J.R. Jesson
CTO
Engineering

JR's purpose is to enable groups to overcome social barriers by coming together.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
People & Operations

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

Colin Koach
Enterprise Account Manager
Accounts & Customer Success

Colin's purpose is to help people elevate their game by coming together.

Raine Lightner
DIRECTOR OF ENGINEERING
Engineering

Raine's purpose is to help people overcome societal barriers by providing tools and support.

Alissa Strong
People & Operations Specialist; Certified Coach (ACC)
People & Operations

Alissa’s purpose is to empower others to live a healthy and vibrant life where they feel free.

Caroline Muhlfeld
CUSTOMER SUCCESS MANAGER
Accounts & Customer Success

Caroline's purpose is to help groups elevate their game by providing tools and support.

Hyewon Abe
TECHNICAL PRODUCT MANAGER
Engineering

Hyewon’s purpose is to empower groups to collectively eliminate any social barriers that prevent progress and achievement.

Mattie Quigley
Business Operations Manager
People & Operations

Mattie's purpose is to help everyone overcome barriers by providing tools and support.

Rowan Case
CUSTOMER SOLUTIONS MANAGER
Accounts & Customer Success

Rowan's purpose is to enable people from all walks of life to overcome social barriers by coming together with empathy and intention.

Eric Mowery
QUALITY AND RELEASE ENGINEER
Engineering

Eric's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Tony Hatch
SENIOR SOFTWARE ENGINEER
Engineering

Tony's purpose is to enable everyone to overcome barriers by coming together.

Natalie Szocs
Customer Success Coordinator
Accounts & Customer Success

Natalie's purpose is to help people overcome societal barriers by creating remarkable environments & experiences.

Nate Oelrich
SENIOR SOFTWARE ENGINEER
Engineering

Nate's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Matthew Keslin
SENIOR SOFTWARE ENGINEER
Engineering

Matthew's purpose is to enable everyone to overcome barriers by finding answers and increasing their knowledge.

Connor Peavey
SENIOR SOFTWARE ENGINEER
Engineering

Connor's purpose is to enable groups to overcome social barriers by finding answers and increasing their knowledge.

Natalie Szocs
Customer Success Coordinator
Accounts & Customer Success

Natalie's purpose is to help people overcome societal barriers by creating remarkable environments & experiences.

Mattie Quigley
Business Operations Manager
People & Operations

Mattie's purpose is to help everyone overcome barriers by providing tools and support.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
People & Operations

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

Alissa Strong
People & Operations Specialist; Certified Coach (ACC)
People & Operations

Alissa’s purpose is to empower others to live a healthy and vibrant life where they feel free.

Connor Neal Harrison
Sales Development Representative
Sales & Marketing

Connor’s purpose is to help teams understand the causes of their challenges and to learn the best ways to overcome them.

Connor Peavey
SENIOR SOFTWARE ENGINEER
Engineering

Connor's purpose is to enable groups to overcome social barriers by finding answers and increasing their knowledge.

Eric Mowery
QUALITY AND RELEASE ENGINEER
Engineering

Eric's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Matthew Keslin
SENIOR SOFTWARE ENGINEER
Engineering

Matthew's purpose is to enable everyone to overcome barriers by finding answers and increasing their knowledge.

Nate Oelrich
SENIOR SOFTWARE ENGINEER
Engineering

Nate's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Tony Hatch
SENIOR SOFTWARE ENGINEER
Engineering

Tony's purpose is to enable everyone to overcome barriers by coming together.

Hyewon Abe
TECHNICAL PRODUCT MANAGER
Engineering

Hyewon’s purpose is to empower groups to collectively eliminate any social barriers that prevent progress and achievement.

Raine Lightner
DIRECTOR OF ENGINEERING
Engineering

Raine's purpose is to help people overcome societal barriers by providing tools and support.

J.R. Jesson
CTO
Engineering

JR's purpose is to enable groups to overcome social barriers by coming together.

Aaron Hurst
FOUNDER
Product

Aaron’s purpose is to awaken lions so that they can care for their pride.

Raine Lightner
DIRECTOR OF ENGINEERING
Product

Raine's purpose is to help people overcome societal barriers by providing tools and support.

Hyewon Abe
TECHNICAL PRODUCT MANAGER
Product

Hyewon’s purpose is to empower groups to collectively eliminate any social barriers that prevent progress and achievement.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
Product

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

J.R. Jesson
CTO
Product

JR's purpose is to enable groups to overcome social barriers by coming together.

Rowan Case
CUSTOMER SOLUTIONS MANAGER
Accounts & Customer Success

Rowan's purpose is to enable people from all walks of life to overcome social barriers by coming together with empathy and intention.

Travis Mears (he/him)
SR. DIRECTOR OF ACCOUNTS & CUSTOMER SUCCESS
Accounts & Customer Success

Travis' purpose is to thaw the freeze of injustice, unleashing the boldness in every community.

Caroline Muhlfeld
CUSTOMER SUCCESS MANAGER
Accounts & Customer Success

Caroline's purpose is to help groups elevate their game by providing tools and support.

Colin Koach
Enterprise Account Manager
Accounts & Customer Success

Colin's purpose is to help people elevate their game by coming together.

Sheri Paradise
SR. ACCOUNT EXECUTIVE
Sales & Marketing

Sheri's purpose is to connect humans to create remarkable experiences.

Emma Petrin
MARKETING COORDINATOR
Sales & Marketing

Emma’s purpose is to enable everyoneto overcome barriers by finding answers and increasing their knowledge.

Emma Powers
DIRECTOR OF MARKETING
Sales & Marketing

Emma’s purpose is to conduct the symphony within organizations enabling all instruments to play in harmony.

Nicole Resch
VP GROWTH / CO-FOUNDER
Sales & Marketing

Nicole’s purpose is to neutralize the birth lottery so that everyone has access to the golden ticket.

Aaron Hurst
Founder
Sales & Marketing

Aaron’s purpose is to awaken lions so that they can care for their pride.

Travis Mears (he/him)
SR. DIRECTOR OF ACCOUNTS & CUSTOMER SUCCESS
Leadership

Travis' purpose is to thaw the freeze of injustice, unleashing the boldness in every community.

J.R. Jesson
CTO
Leadership

JR's purpose is to enable groups to overcome social barriers by coming together.

Courtney Deimel
VP PEOPLE & PRODUCT EXPERIENCE / CO-FOUNDER
Leadership

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

Nicole Resch
VP GROWTH / CO-FOUNDER
Leadership

Nicole’s purpose is to neutralize the birth lottery so that everyone has access to the golden ticket.

Aaron Hurst
FOUNDER
Leadership

Aaron’s purpose is to awaken lions so that they can care for their pride.

Steve O'Brian
CEO
Leadership

Steve's purpose is to build scalable, high-impact organizations that truly make a difference.

Steve O'Brian
CEO

Steve's purpose is to build scalable, high-impact organizations that truly make a difference.

Aaron Hurst
FOUNDER

Aaron’s purpose is to awaken lions so that they can care for their pride.

Nicole Resch
VP GROWTH / Co-founder

Nicole’s purpose is to neutralize the birth lottery so that everyone has access to the golden ticket.

Courtney Deimel
VP People & Product Experience / Co-founder

Courtney’s purpose is to reach new horizons by empowering people to live on the edge of possibility.

J.R. Jesson
CTO

JR's purpose is to enable groups to overcome social barriers by coming together.

Travis Mears (he/him)
Sr. Director of Accounts & Customer Success

Travis' purpose is to thaw the freeze of injustice, unleashing the boldness in every community.

Emma Powers
Director of Marketing

Emma’s purpose is to conduct the symphony within organizations enabling all instruments to play in harmony.

Raine Lightner
Director of Engineering

Raine's purpose is to help people overcome societal barriers by providing tools and support.

Connor Peavey
Senior Software Engineer

Connor's purpose is to enable groups to overcome social barriers by finding answers and increasing their knowledge.

Eric Mowery
Quality And Release Engineer

Eric's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Sheri Paradise
Sr. Account Executive

Sheri's purpose is to connect humans to create remarkable experiences.

Mattie Quigley
Business Operations Manager

Mattie's purpose is to help everyone overcome barriers by providing tools and support.

Tony Hatch
Sr. Software Engineer

Tony's purpose is to enable everyone to overcome barriers by coming together.

Nate Oelrich
Sr. Software Engineer

Nate's purpose is to help people overcome societal barriers by creating remarkable environments and experiences.

Rowan Case
CUSTOMER SOLUTIONS MANAGER

Rowan's purpose is to enable people from all walks of life to overcome social barriers by coming together with empathy and intention.

Colin Koach
Enterprise Account Manager

Colin's purpose is to help people elevate their game by coming together.

Caroline Muhlfeld
CUSTOMER SUCCESS MANAGER

Caroline's purpose is to help groups elevate their game by providing tools and support.

Matthew Keslin
Senior Software Engineer

Matthew's purpose is to enable everyone to overcome barriers by finding answers and increasing their knowledge.

Emma Petrin
Marketing coordinator

Emma’s purpose is to enable everyoneto overcome barriers by finding answers and increasing their knowledge.

Hyewon Abe
TECHNICAL PRODUCT MANAGER

Hyewon’s purpose is to empower groups to collectively eliminate any social barriers that prevent progress and achievement.

Alissa Strong
People & Operations Specialist; Certified Coach (ACC)

Alissa’s purpose is to empower others to live a healthy and vibrant life where they feel free.

Connor Neal Harrison
Sales Development Representative

Connor’s purpose is to help teams understand the causes of their challenges and to learn the best ways to overcome them.

Purpose Rooted in Relationships, Impact & Growth

Our team’s experience ranges from enterprise-level tech companies to scrappy start-ups. Now, we’re all here for the same reason: to change the future of work.

Relationships

creating meaningful relationships at work

Impact

making an impact that matters for you

Growth

pursuing personal and professional growth

Purple book with text on cover reading "The Purpose Economy" written by Aaron Hurst

The Purpose Economy

AARON HURST

The Purpose Economy, written by Imperative co-founder and CEO Aaron Hurst, catalyzed the purpose revolution. With his prediction that purpose was the next major economic era, many are now racing to find answers and direction toward discovering their personal, professional, and organizational purpose. Leaders from around the world have embraced Hurst’s work and have asked for more.

Board of Directors

Aaron Hurst (Chair)

Co-Founder
Imperative

Diane Fraiman

Managing Director
Voyager Capital

Court Lorenzini

Investor
Co-Founder and Former CEO, DocuSign

Jeff Sugerman

FORMER EVP
JOHN WILEY & SONS

Steve O'Brian

CEO
Imperative