Nick Asbury, the writer and creative strategist behind the book The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World, has a lot to say about the current state of advertising. In this candid interview, we explore why Nick thinks the "purpose movement" is leading brands astray, what marketers should focus on instead, and why he's not sold on Simon Sinek's "Start with Why."

A Creative's Journey to Critique

Coen Olde Olthof: Nick, before we get into the meat of your book, tell me a bit about yourself. What led you to write The Road to Hell?

Nick Asbury: I've been a writer in the branding and design world for over 25 years. I'm based near Manchester, UK, and I've worked across corporate and charity sectors. My career started in direct-response advertising, but I moved toward creative and strategic writing as time went on.

Alongside that, I've always written about the industry itself. Back in the 2010s, I contributed to Creative Review, writing opinion pieces on trends in marketing. Around 2017, the rise of "purpose" caught my attention. The Kendall Jenner Pepsi ad was a key moment—it was so off the mark it almost felt like a parody. That got me thinking. Why were brands suddenly obsessed with solving societal issues? And why were they so bad at it?

I wrote an article about it, which led to essays and eventually to this book. The more I explored, the deeper the rabbit hole went.

The Purpose Problem

Coen: Let's dive right in. You argue that "purpose" is a misguided strategy for brands. Why?

Nick: The core issue is that businesses are built to make and sell products. That's what they're good at. When they try to act like social activists or moral leaders, it often feels forced or opportunistic.

Take the Kendall Jenner Pepsi ad. It co-opted the imagery of a Black Lives Matter protest to sell soda. People saw through it immediately. It wasn't just ineffective marketing; it trivialized a real issue.

Beyond that, purpose tends to make brands indistinct. Look at purpose statements from big companies. They're all about "uplifting humanity" or "inspiring creativity". It's generic. It strips brands of their uniqueness, which is the opposite of what marketing should do.

Why Purpose Feels Good (But Fails)

Coen: If purpose doesn't work, why do so many brands and agencies keep embracing it?

Nick: It's seductive. Imagine you're a marketer working on toothpaste. Instead of another campaign about whiter teeth, you're told you can tie the product to a cause like sustainability or equality. It feels more significant and more meaningful.

For executives, it's flattering. Purpose lets them think of themselves as more than business leaders. They're not just running a company but "changing the world." But here's the truth: you're still selling toothpaste. And there's absolutely nothing wrong with that.

The Fallacy of "Start With Why"

Coen: Your book also critiques Simon Sinek's "Start with Why." What's your take on his philosophy?

Nick: Sinek's "Start with Why" has been incredibly influential but built on shaky ground. He claims it's rooted in neuroscience—that his "golden circle" maps onto how the human brain works. That's simply not true. The science he cites was debunked years ago.

Even as a concept, it's flawed. Sinek looks at successful companies like Apple and retrofits his theory to their success. But he doesn't account for the countless businesses that thrived without a clear "why" or those that failed despite having one. It's storytelling dressed up as strategy.

Creativity vs. Evidence

Coen: If purpose isn't the answer, what should brands focus on?

Nick: Creativity. Marketing should focus on making great products desirable. And while creativity is vital, it works best when paired with evidence-based strategy.

For example, the Ehrenberg-Bass Institute has done brilliant work on distinctiveness. They've shown that consistent use of logos, taglines, and brand colours is critical for building mental availability. But evidence alone isn't enough. You need that spark of originality—the thing that makes people stop and pay attention.

It's a balance. Think of it like jazz. You learn the scales, the structure, but then you improvise. That's where the magic happens.

Advice for Young Marketers

Coen: Many young marketers want to make a difference through their work. How should they approach that?

Nick: If you're passionate about societal change, go work for a nonprofit or charity. They need talented marketers, and you'll make a direct impact there.

But if you're in consumer marketing, your job is to sell products. And that's not a bad thing! A successful marketing campaign drives economic growth, creates jobs, and supports communities.

That said, it's important to work for companies whose products you believe in.That said, you don’t need to check in your ethics at the door when you’re a marketer. You can still choose which clients to work for, and which direction your career takes. But get comfortable with moral grey areas, and be aware other people may sincerely have different views.

The Cost of Real Principles

Coen: Your book begins with the quote, "A principle isn't a principle until it costs you something." What does that mean for marketers?

Nick: It's about integrity. Bill Bernbach, the legendary ad man, refused to work with tobacco clients because he believed it was the right thing to do. That decision cost his agency potential revenue, but that's what makes it meaningful.

Too often, purpose turns ethics into a marketing hook. Real ethical behaviour is quieter. It's about paying fair wages, treating employees well, and paying taxes. Those actions speak louder than any purpose statement.

Final Thoughts

Coen: So, if purpose isn't the answer, what is?

Nick: Focus on your core business. Make great products. Tell great stories. Marketing's role is to connect with people, entertain them, and sell to them.

If a brand wants to contribute to society, it should start by being a responsible corporate citizen. Pay taxes. Treat workers fairly. Operate sustainably. Leave saving the world to organizations equipped for it.

Marketing doesn't need to save the world. It just needs to work.

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Nick Asbury's The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World is available now. If you're rethinking what branding should be about, this book is a must-read.

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