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It's Not How Good You Are, It's How Good You Want To Be :  The World's Best Selling Book - Paul Arden

It's Not How Good You Are, It's How Good You Want To Be

The World's Best Selling Book


Published: 15th May 2003
For Ages: 13+ years old
Ships: 5 to 9 business days
5 to 9 business days
RRP $12.95


It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible.

The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity - all endeavors that can be applied to aspects of modern life.

This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom - all packed into easy‐to‐digest, bite‐sized spreads. If you want to succeed in life or business, this book is a must.


'Talented but timid? This noted ad-man is here to tell you that ambition, not just mere ability, is the key to success in his world ... Arden is punchy and memorable about 'failing better next time.' (i-D) 'Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable wit and creative thinking to paper in a handy-sized book on how to succeed. Not just in advertising but in business generally. Far from being one of those excruciating self-help guides favored by buttoned-down businessmen, It's Not How Good You Are, It's How Good You Want To Be is a startlingly refreshing, unputdownable collection of thought-provoking pearls of wisdom.' (Shots) 'Chapters such as It's Right to be Wrong, Have you Noticed How the Cleverest People at School Are Not Those Who Make It In Life? and Do Not Seek Praise, Seek Criticism are accompanied by an entertaining collection of photos and illustrations. Get it and you'll never think the same way again.' (Shots) 'The former creative director of Saatchi & Saatchi teaches readers how to smash down life's impossible barriers using a fresh combination of wit, smart thinking, and horiffic mistakes. Outrageously genius.' (The Good Book Guide) '... A wonderful book by one of the most brilliant men I have ever met ... I met him when he worked as creative director at Saatchi and Saatchi and he was simply inspirational - as is this practical, unpretentious little book.' (Amanda Platell) '...Deliciously rich paperback...' (Chicago Sun-Time) 'British adman Paul Arden's semi-parodic study in self-help is as funny as it is provocative...' (Radar) 'Who is this guy Arden anyway? Please forgive my enthusiasm this month for quoting Paul Arden extensively, but his wisdom has recently inspired me. Arden was the creative director of Saatchi & Saatchi from 1977-1992, and his tiny new book out in May, It's Not How Good You Are, It's How Good You Want to Be (Phaidon , $7.95), packs a big punch. This magnificent little manifesto is for true creative types to read, savor and carry in their pocket. It should remind us all that nothing is impossible.' (PAPER magazine)

Why do we strive for excellence when mediocrity is required?p. 10
So how good do you want to be?p. 12
You can achieve the unachievablep. 17
'I want to be as famous as Persil Automatic'p. 18
Have you noticed how the cleverest people at school are not those who make it in life?p. 20
The Fundamentals
Energyp. 24
Do not seek praise. Seek criticismp. 26
It's all my faultp. 28
Do not covet your ideasp. 30
Don't look for the next opportunity. The one you have in hand is the opportunityp. 32
Accentuate the positivep. 34
Eliminate the negativep. 35
Do not put your cleverness in front of the communicationp. 36
Don't promise what you can't deliverp. 38
Know your client's aimsp. 40
What do you do when your client won't buy?p. 42
Don't take no for an answerp. 44
When it can't be done, do it. If you don't do it, it doesn't existp. 46
If You Can't Solve a Problem, It's Because You're Playing by the Rules
The person who doesn't make mistakes, is unlikely to make anythingp. 50
'Fail, fail again. Fail better'p. 52
It's wrong to be rightp. 54
It's right to be wrongp. 56
Don't be afraid of silly ideasp. 58
Give Yourself Some Spin
Play your cards rightp. 64
It's not what you knowp. 66
It's who you knowp. 67
Don't give a speech. Put on a showp. 68
Getting fired can be a positive career movep. 70
And Now for a Commercial Break
Doing a layout means having an ideap. 74
Compose your ad from the weakest pointp. 78
Rough layouts sell the idea better than polished onesp. 80
If you get stuck, draw with a different penp. 82
Suppliers are only as good as you arep. 84
Don't be afraid to work with the bestp. 86
Get out of advertisingp. 88
Do not try to win awardsp. 90
You Don't have to be Creative to be Creative
How you can make your company greatp. 94
How a senior manager can make a big differencep. 98
How a junior account handler can make a big differencep. 99
How a media buyer can make a big differencep. 101
New Business
What is meant by the word 'creative'?p. 104
How to improve your strike ratep. 106
Final Thoughts
My finest hourp. 114
Notes from the pulpitp. 118
Life's creative circlep. 120
Wit and wisdomp. 122
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780714843377
ISBN-10: 0714843377
Audience: General
For Ages: 13+ years old
For Grades: 8+
Format: Paperback
Language: English
Number Of Pages: 128
Published: 15th May 2003
Country of Publication: GB
Dimensions (cm): 17.8 x 12.1  x 1.2
Weight (kg): 0.2
Edition Number: 1