The Imperative Story


Imperative was founded as a Benefit Corporation to lead the largest research and innovation effort on purpose for the workforce. With a mission to enable everyone to uncover and apply their purpose drivers, Imperative sets out to help everyone realize their potential as employees and members of society. Imperative has worked with over 100,000 professionals and hundreds of organizations globally.

From Pro Bono to Purpose

In 2001 Aaron Hurst founded the Taproot Foundation, engaging tens of thousands of professionals' in pro bono service. Over the course of a dozen years, he decoded these professional's patterns of intrinsic motivation that made their work so deeply rewarding despite being unpaid. He discovered that we each gain purpose based on different psychological drivers that predict everything from our intrinsic motivations to the impact we desire to make through work.

Launching Imperative

Imperative was founded as a Benefit Corporation to bring these purpose insights to the workforce and enable everyone to uncover and apply their purpose drivers to realize their potential as employees and members of society. Since 2014, Imperative has helped over 100,000 professionals awaken purpose in their work and its Purpose Lab has led the largest global research agenda on purpose.

Scaling Our Impact

Imperative launched the Certified Purpose Leader Program to certify a community of leaders to lead this work inside their organizations.