As a trusted advisor to CEOs at some of the world’s most admired companies, Dev Patnaik has a good grasp of what separates good organizations from the great ones. And this much is true: It is not the quality of their ideas.

According to Dev, the longtime CEO of Jump Associates and author of the acclaimed book Wired to Care: How Companies Prosper When They Create Widespread Empathy, businesses that anticipate and act on the needs of their customers are the ones that stand apart. It’s the essence of being an empathetic, purpose-driven company that seeks a higher reason for being than profit.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dev joins host Ken Beaulieu to discuss why it can be tough for consumers and customers to separate the true do-good brands from the imposters, the importance of tapping into empathy, and whether the business world is truly walking the purpose walk.