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Background:
Nick Asbury, one of the UK’s most acclaimed copywriters, is challenging the dominant narrative of purpose-driven marketing with his provocative new book “The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World.” In this episode, our founder Oana Leonte explores with Nick why the focus on corporate purpose might actually be detrimental to both marketing effectiveness and society at large.
“Purpose has become this grandiose idea about what business is really about, and I think it encourages grandiose thinking about branding and marketing in general,” Asbury argues, questioning the fundamental premises of thought leaders like Simon Sinek.
We discuss how purpose-led marketing might be misguided, how creativity trumps purpose, and why responsibility, humanity, and humility should be the real foundations of good business and marketing.
