Thoughts on Writing

Thoughts on Writing

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Purpose, authenticity and nepo-brands
How a billboard for Surreal got me thinking about class, snobbery, inverted snobbery and that M&S Status Quo ad (again)
35
Hmmm, Danone
On the latest twist in the Purpose story – and why everyone ignored the most interesting thing about it.
36
The story of why
An excerpt from my new book The Road to Hell, examining the case of influential purpose pioneer Simon Sinek.
19
Good for nothing
In the age of late purpose, we may have entered the strangest phase of all: purpose nihilism. But there is a way out.
16
The Road to Hell, part 1 of 3
My collected case against purpose, the movement that took over the business and branding world in the 2010s, and continues to lead nowhere good. This is…
9
Stengel and a strange purpose autopsy
Despite omissions, a recent purpose conversation on the CMO podcast was at least 50% sane—and might be the closest we get to closure
12
Purpose wins. Who loses?
The dominance of purpose-based work at creative awards schemes is part of an industry trend spanning two decades. But has the industry lost contact with…
8
Patagonia, Paul Newman and another kind of purpose
In 'going purpose', Patagonia may have killed the thing it loves. Now, rather than relying on conflicted billionaires, we should embrace the humour and…
8
The post-purpose election
If the 2007-2008 financial crisis marked the start of the purpose era, the 2024 election might just mark its end.
5
I heart creativity
The problem with ‘We heart NYC’ goes deeper than aesthetics: it’s an example of how purpose is parasitical upon creativity—and counterproductive for…
10
Try to see it my way
On advertising, persuasion and the lost skill of cognitive empathy
7
Start with why, end with wire fraud
On Elizabeth Holmes, Theranos, Noble Cause Corruption, why 'starting with why' is a charter for corporate self-delusion, and the importance of saying…
23
© 2025 Nick Asbury
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