Purpose is the foundation of high performing individuals, teams and organisations. It defines their culture. It aligns its members. It inspires great work. It guides everyone on the team to realise their potential. Now is the moment we can unlock the power of purpose and transform how we work.

Through our partnership with US based pioneer Imperative, a Certified Benefit Corporation (B Corp) established to bring breakthrough insights on intrinsic motivation and purpose to the workforce, we are enabling everyone to uncover and apply their purpose drivers to realise their potential and accelerate the growth and success of individuals, teams and entire organisations.

Founded by CEO and author of The Purpose Economy, Aaron Hurst and COO Arthur Woods Imperative has already helped more than 100,000 professionals and many of the worlds leading brands awaken purpose in their work and has led the largest global research agenda on purpose. We're excited to have joined the purpose movement by offering our clients access to a ground breaking set of assessments and associated learning resources that help individuals, teams and leaders define, activate and scale purpose for the first time.

It's Time to Change the Nature of Work


Purpose-Oriented employees aren't just teachers and social workers. They work and thrive in every industry and role - accountants, farmers, designers, you name it. Purpose-oriented employees are the high performers, often in leadership roles. 

Imperative's breakthrough Personal Purpose Profile is the first comprehensive assessment and report combination to predict what brings purpose to each of your employees. It enables them to build self-awareness around what intrinsically motivates them. This allows employees to tailor their work and careers by using their purpose drivers. Are your team working with purpose? Are you? Find out below.


Enable employees to discover their purpose - who they seek to serve, how they seek to serve them, and why they are motivated to serve them. The Individual Purpose Assessment and report provides individuals with clarity about their purpose type and drivers, employees know what truly motivates them and can begin their journey.

Develop Leadership Competencies

Purpose-driven employees each have one of three purpose-driven leaderships styles: craft-driven, impact-driven, or values-driven. When they embrace their style they are able to more quickly develop into authentic leaders. The Personal Purpose Profile defines their style and offers concrete tips on how activate it in their work.

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Develop individual personal purpose statements and stories, an articulation of their purpose assessment results in their own words that they can own. Purpose is at the core of one's identity. The Purpose Statement Builder enables an employee to describe their purpose in their own words and share it, it begins to define them and give them the courage to lead with purpose.



Connect with colleagues in the organisation to uncover their Purpose Drivers. Gain insights into how to best team up, complement work and lean on those of similar drivers for empowerment and support.

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Act with Purpose using actionable advice on setting goals, growth opportunities to realize potential, ideal opportunities, communication, and collaboration. The individual assessment also provides advice on how to shape their work to maximize their impact and fulfillment.


Overcome Potential Biases

Every employee, when working in alignment with their purpose drivers, has incredible potential and ability to impact the organization's success. But their purpose also creates biases in how they solve problems and engage with their colleagues. The Personal Purpose Profile surfaces these biases so the team can own them and work to overcome them.

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Connect Volunteering and Philanthropy

Our purpose drivers predict what types of volunteering and giving will be the most fulfilling and have the greatest impact in the community. The Personal Purpose Profile provides insights for each employee on how to make their community investments strategic for themselves and the organisation.

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Team Purpose Profile

The Imperative Team Purpose Profile is based on the largest experiment on intrinsic motivation and teams in history. Aaron Hurst, Imperative's CEO, worked for over a dozen years with nearly 2,000 cross-functional teams as the President of the Taproot Foundation

He uncovered what makes teams profoundly motivated and high performing - even when you can't pay or promote them. A team’s purpose is a shared understanding of who the team serves, how they serve them, and why they are motivated to serve them. It provides the team with a shared intrinsic motivation and guide for making decisions and prioritising investments. 

The Imperative Team Report is based on analysis your individual team members purpose assessments, and it helps leaders and their teams to:






This is the opportunity you’ve been waiting for

An opportunity to unlock the power to transform the nature of work, to energise careers, to turbo charge teamwork and collaboration, to accelerate success and to create a better world.

Many of the worlds leading brands are cultivating purpose driven cultures with Imperative

Why not join them?

Did you know?

Purpose-oriented sales professionals are the most desirable hires, regardless of your industry or function. They are the highest performers and they are the best leaders. But how do you find and hire them? We have the answer. Are you ready to Hire On Purpose.

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Empowering Women to Lead - On Purpose

Women are 43% more likely to be purpose-oriented and it is proven that purpose-driven leaders produce extraordinary results. Use this eBook to explore how to empower the women in your organisation to lead using purpose as the foundation for success.

The 2016 Workforce Purpose Index

Imperative and LinkedIn have partnered to create the largest global study on the role of purpose in the Workforce. Think about your workplace. Are your employees and coworkers set up to achieve their highest potential? Are you?

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2030 Purpose: Good Business and a Better Future

2030 Purpose is a choice, and a choice that has many implications. But it is a choice that is increasingly recognised as a necessary condition for the delivery of long term value, both to direct stakeholders and wider society.

The State Of The Debate On Purpose In Business

Whether you are already executing your own purpose-led transformation or are interested in understanding this important trend, we hope this report will help bring you a little closer to achieving your purpose.

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Putting Purpose To Work: A Study of Purpose in the Workplace

It’s no secret that employees and leaders
see the importance of purpose in business.
What does it really mean to bring purpose
to life for employees, and why does it matter
for the business?

Companies that understand the increasing emphasis of purpose in today’s professional landscape improve their ability to attract such employees and also their ability to retain them for longer periods of time.
— Reid Hoffman Executive Chairman and co-founder LinkedIn


How Heineken Mexico's CEO Uses Purpose To Unleash The Power Of His Organization.

How YWCA's CEO Dara Richardson-Heron Leads By Taking On Big Challenges.


Why Ben and Jerry's CEO Pushes His Company To Merge Ice Cream And Social Justice.

How Steelcase Rearranged Its Workplace To Create A Purposeful Office.


How SAP's CEO Bill McDermott Is Using Empathy To Build More Powerful Teams.

How Travel Can Help People 

Find Their Superpower To Do Good.

Whatever metrics you use, working on purpose transforms individuals, teams and organisations


For Organisations

  • 600% Higher performance over 10 years
  • 68% More likely to experience revenue growth
  • 50% Larger leadership pipeline
  • 36% Higher employee net promoters
  • 20% Higher retention

For Individuals

  • 64% More likely fulfilled at work
  • 54% More likely to have an impact at work
  • 51% More likely to have strong relationships

For Teams

  • Higher Psychological Safety
  • Greater Dependability, Stability, Meaning and Impact

Applications of Imperative

Learn how Imperative clients are working to apply the science of purpose to transform the way their organisations empower people to thrive:

Your highest potential employees are motivated by more than money and accolades - they are seeking purposeful work. Leverage Imperative to help them grow in their current role, set new personalised goals for their work and transform the way they operate and communicate to derive purpose.

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Driving Employee Career Development

The Individual Purpose Profile gives your employees specific growth targets where they can focus their development and strengthen their competencies at work

Imperative gives your employees the tools to build their own career narrative around purpose

Imperative provides recommendations for each employee to job hack and enhance aspects of their work and existing role to derive more meaning

The Team Purpose Profile gives your employees specific recommendations for enhancing their relationship building


Case Study

LinkedIn leverages Imperative to help their employees grow in their roles and build new career narratives.

Aaron Hurst, Imperative’s CEO, led the largest study in history on intrinsic motivation and teams. He has used those insights along with research from Google to develop the first assessment to help teams lead and operate with purpose at their core.

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Building High Impact Teams

The Team Purpose Profile provides deep analysis for a team on everything from their style to their collective purpose to the opportunities for growth for each member of the team. 

The Team Purpose Profile also provides insights about where the team will have innate strengths and where it will likely require intentional effort to achieve its potential.


Case Study

Black Hills Works leverages the team purpose profile to develop high impact teams.

Purpose-driven candidates are the most valuable across every industry and field - they are higher performers, stronger leaders, and stay at organizations longer. Help your recruiters and hiring managers find and close them.

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Hiring Purpose Driven Talent

The Purpose Hiring Coach provides hiring managers and recruiters with suggested interview questions and talking points based on a candidate work orientation and purpose profile. 

The Individual Purpose Profile enables managers to build the self-awareness they need to be transparent with candidates about their leadership style and purpose. 

The Team Purpose Profile provides a new team member with a quick way to orient to their new colleagues and begin to find their place on a high performing team.


Case Study

West Elm leverages Imperative for talent branding and hiring.

Investing in purpose is investing in an inclusive organisation. Women are 50% more likely to be purpose-driven and their success is linked to being able to connect purpose to their work each day and grow as purpose-driven leaders. In addition, the Imperative platform identifies and addresses unconscious biases and encourages psychological safety on teams.

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Advancing Inclusion in the Workplace

The Individual Purpose Profile helps individuals identify and articulate their purpose to lead with confidence and better advocates for their needs. 

The Team Purpose Profile provides managers and team members with insights on unconscious biases to build rich team cultures of psychological safety. 

The Purpose Hiring Coach gives hiring managers customized, purpose-driven language to use throughout the recruiting process to inspire candidates to join the organization.


Case Study

MetLife leverages Imperative to develop their high potential women leaders.

Leading organisations worldwide are using Imperative's groundbreaking tools to gain in-depth analysis about their purpose and learn how to work in alignment with it. To join them please complete the form below and a member of our team will be in touch.