Imperative Enables Leading Employers to Humanize Work

Support your employees’ path to more fulfilling work with our peer-coaching platform.

2 in 3 People are Unfulfilled at Work

The Tech Company That’s Powered by Purpose

In 2015, co-founders Aaron Hurst and Arthur Woods launched Imperative with the goal to 'empower everyone to make their work fulfilling.' We believe this is the only way to realize our potential as people, organizations, and society.

According to Imperative’s Workforce Purpose Index, 66% of the workforce is unfulfilled at work and 50% of employees report not having meaningful relationships at work. This is leading to significant decreases in productivity, agility, collaboration, wellbeing, and retention. It's our mission to transform that statistic.

Scalable Technology Driving Human Connection

The Peer Coaching Platform

Imperative combines social learning through peer coaching with the science of purpose to transform your workplace culture. The video-based peer coaching experience enables every employee to be an effective coach with no training through a dynamic and structured online environment. Imperative makes the benefits of coaching accessible to ten times as many employees for the same cost as traditional coaching.

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Powered by Purpose

How do we turn every employee into a peer coach without training? Purpose. As the foremost experts on purpose at work, we have pioneered individual purpose profiling that makes it possible to dynamically match people for conversations, personalize each conversation with coaching prompts, and have people show up as their best selves.

Meet the Imperative 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.

Aaron Hurst
CO-FOUNDER & CEO

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

Courtney Deimel
VP OF PEOPLE & OPERATIONS

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

Jacek Głodek
HEAD OF ENGINEERING

Jacek's purpose is to empower teams to grow their competencies by introducing them to real world stressors and supporting them with access to best practices and effective coaching schemes.

Travis Mears
DIRECTOR OF ENTERPRISE PURPOSE STRATEGY

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

John Muntrim
Head of Engineering Quality

John’s purpose is to transform organizations by forming structure from chaos.

Mary Pemberton
BUSINESS development manager

Mary's purpose is to draw people towards the fire within.

Nicole Resch
HEAD OF ENTERPRISE PURPOSE STRATEGY

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

Jonatan Borkowski
Backend developer
Przemysław Cuper
frontend developer
Agata Dębska
FRONTEND DEVELOPER
Krzysztof Palcowski
backend developer

The Purpose Economy

Written by 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)

CEO & Co-Founder
Imperative

Paul Grossinger

Founder
Gaingels

Jennifer Benz

Founder and CEO
Benz Communication

Kathy Chiu

Managing Partner
FAN Fund

Jeff Sugarman

FORMER EVP
JOHN WILEY & SONS

Matt Sonefeldt

Former VP of Investor Relations
LinkedIn

Elaine Mason

Vice President
People, Planning and Analytics
Cisco