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.

Imperative’s manifesto is the The Purpose Economy, the book by Imperative CEO Aaron Hurst that 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.


Aaron Hurst
CEO & Co-Founder
Aaron is a globally recognized social entrepreneur widely recognized as a pioneer in the purpose at work movement. He is the author of The Purpose Economy and Fast Company’s Purposeful CEO profile series. Aaron has written for or been featured in The New York Times, The Wall Street Journal and Bloomberg TV and publishes articles as a LinkedIn Influencer.

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.

Arthur Woods
Arthur is a social entrepreneur named to Forbes 30 Under 30, a keynote speaker and advisor to leading brands around the world on helping people grow and realize their potential at work. He is a three-times TEDx speaker, World Economic Forum Global Shaper, a New York Venture Fellow and board member of the Georgetown Technology Alliance, Social Impact 360 and Out in Tech.

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

Aaron Hurst (Chair)
CEO & Co-Founder

Matt Sonefeldt
VP of Investor Relations (former)

Kathy Chiu
Managing Partner
FAN Fund

Elaine Mason
Vice President, People, Planning and Analytics

Jennifer Benz
Founder and CEO

Benz Communications

Fabio Rosati

CEO (former)


Paul Grossinger


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