What do you get when you combine erudition, deep research, and a copywriter's dexterous poise with a sentence? You get The Road to Hell: How Purpose Leads to a Worse World.

Our guest on The Brief Bros. this week, Nick Asbury, tackles a timely and provocative subject, purpose. And Henry Gomez and I take a stroll down this road with Nick and we dissect the strange and often disconcerting purpose behind purpose.

Here's a key line from his book, "Purpose is a deadening force that conscripts creativity towards political ends. That way, a lot of bad art lies."

Whether you agree or disagree with the subject of Nick's absorbing and easy read, our discussion shines bright lights on what marketers are doing today. Nick offers a studious and enlightening take on the argument. And lays purpose out for the count in no uncertain terms. It's a highly recommended book.

Reminder: For a 90-minute live webinar and customized corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com for availability.