Purpose drivers represent how you find purpose and meaning in your work. We all have purpose drivers and Aaron Hurst, CEO and Co-Founder of Imperative is on a mission to help you discover your purpose drivers and uncover the drivers of CEOs from some of the world’s leading organizations.  

Imperative recently partnered with Fast Company to interview impact-driven CEOs to uncover their purpose drivers and profile how their drivers have inspired and transformed their careers. Here is our favorite quotes from each interview: 

Jerry Strizke - CEO, REI

Purpose Driver: Knowledge

"I've become convinced that it is an attribute that I really admire in leaders. One, because it implies that you don't know everything, which I think is really helpful. Two, I think it also extends dignity and respect to everyone else, the idea that you can learn from anyone and everyone."

"Anytime I get a controversial issue, it's not uncommon for me to go find two or three people that I know will see it differently than me before I respond or react. I end up with a more balanced perspective that I learn from. And I find over time it probably influences my view of the world."

"The power—along with peace and the fulfillment—of being outdoors is what enabled me to be successful."

Tara Russell - President, FATHOM

Purpose Driver: Human

"We spent a lot of time understanding the stories of people. Trying to gather the themes and points of tension. Really hunt for the right insight and opportunities and turn those into development concepts."

“The world was hungering for meaningful opportunities to improve themselves, and improve the world around them by being part of a like-minded community."

"Work is more of living our own kind of gifts, talents, abilities, and purpose."

Jim Keane - CEO, Steelcase 

Purpose Driver: Karma

“Clients like the challenge. If they are going to spend a lot of money on building or renovation, they don’t want us to just be polite. We push them see what is possible."

"There are all these companies out there trying to promote diversity of thought, but once they hire those people they want the employees to be exactly the same. They have squashed human spirit, instead of inspiring it."

"How can you be better today than you were yesterday?"

Bill McDermott - CEO, SAP

Purpose Driver: Organization

"If we could just finally put all this collective passion together for the common good, not just the team but everybody on the team, we would be the best. It turns out, it worked every time."

“You can’t look just at the surface of an individual but give yourself a chance to really get to the heart of who the person is."

"We don't leave anybody behind on this team."

Dara Richardson-Heron - CEO, YWCA

Purpose Driver: Society

"When I go into a community and hear directly from the people who benefit from our services and see our leaders who are extremely passionate about our work, it reminds me that this is not a job, it's a responsibility."

"What would the world be like if there weren't organizations like the YWCA who have been there on the front lines. I think we would be in a far worse place."

"Take it one day at a time, don't get discouraged, and keep moving forward until you achieve the intended outcome. Only incremental change leads to larger sustainable change."

To read more about these purpose driven CEOs check out Imperative’s CEO Purpose Series.