2 in 3 People are Unfulfilled at Work

In 2015, co-founders Aaron Hurst and Arthur Woods launched Imperative with the goal to 'empower everyone to make their work fulfilling.' It is a tall order with only 33% of the workforce fulfilled today, but we believe it is the only way we will realize our potential as people, organizations, and society.

The Peer Coaching Platform

Imperative empowers people inside organizations to help each other grow and make their work fulfilling. Our SaaS peer coaching platform enables every employee to increase their self-awareness, learn in the flow of work, and create accountability through social reinforcement. Learn more.

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

Aaron Hurst
Aaron’s purpose is to awaken lions so
that they can care for their pride.
Todd Carman
Launch manager
Todd’s purpose is to map the trail for today’s pioneers.
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.
Erin Reiner
Erin’s purpose is to clear the clouds
so we can see the stars.
Nicole Resch
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
Krzysztof Palcowski
backend developer
Join our purpose poweered team
View Opportunities

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.

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Board of Directors

Meet The Imperative Board of Directors
Aaron Hurst (Chair)

CEO & Co-Founder

Paul Grossinger


Jennifer Benz

Founder and CEO,
Benz Communication

Kathy Chiu

Managing Partner,
FAN Fund

Jeff Sugarman


Matt Sonefeldt

Former VP of Investor Relations, 

Elaine Mason

Vice President
People, Planning and Analytics Cisco