We built a company to empower everyone to make their work meaningful
Co-founder and CEO Aaron Hurst is a purposeful work pioneer with more than 20 years of research and innovation in the field. As the founder and CEO of the Taproot Foundation, he was the first to uncover the pscyhological drivers of purpose for individuals and teams—which led to the creation of Imperative with co-founder, Arthur Woods.
Today, 66% percent of the workforce is unfulfilled. Our goal is to flip the script on work and have a workforce where the majority of people are fulfilled by 2030.
Imperative is a team of engineers, researchers and L&D professionals —with the mission to use the science of purpose to drive performance and personal fulfillment throughout every organization. Imperative works with managers and teams in hundreds of organizations with as few as 150 employees to global enterprises of tens of thousands of people.
CEO & Co-Founder
Prior to Imperative, Aaron founded and led the Taproot Foundation where he was the catalyst and lead architect of the $15 billion pro bono service market. Aaron earned his degree in Service Learning and received the highest honor bestowed on an alumnus of the University of Michigan. He is married to Kara Hurst, the Head of Global Sustainability at Amazon.
Prior to Imperative, Arthur led operations for YouTube’s Education division and oversaw YouTube for Schools at Google. Arthur co-founded Social Impact 360, the leading collegiate social enterprise education program and co-founded Out in Tech, the largest global LGBTQ technology community. Arthur earned his degree in Operations and Information Management at Georgetown University and Project Management at Stanford University.
Board of Directors
CEO & Co-Founder
VP of Investor Relations (former)
Vice President, People, Planning and Analytics