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

by Paul Arden
As told by Paul Arden

Phaidon Press | June 1, 2003 | Trade Paperback |

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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.

Format: Trade Paperback

Dimensions: 128 Pages, 4.72 × 7.09 × 0.39 in

Published: June 1, 2003

Publisher: Phaidon Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0714843377

ISBN - 13: 9780714843377

Appropriate for ages: 13

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– More About This Product –

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

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

by Paul Arden
As told by Paul Arden

Format: Trade Paperback

Dimensions: 128 Pages, 4.72 × 7.09 × 0.39 in

Published: June 1, 2003

Publisher: Phaidon Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0714843377

ISBN - 13: 9780714843377

About the Book

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 to 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 notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!

Table of Contents

The Fundamentals

If You Can't Solve a Problem Its Because You Are Playing By the Rules

Give Yourself Some Spin

And Now for a Commercial Break

You Don't Have to be Creative to be Creative

New Business

Final Thoughts

Credits and Acknowledgements

From the Publisher

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.

About the Author

Paul Arden (1940?2008) spent a stormy 18 years in advertising and then found his Alma Mater in Saatchi & Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director he was responsible for some of Britain's most successful advertising campaigns - including British Airways, Silk Cut, Intercity and Fuji - and famous slogans, such as "The Car in front is a Toyota" and "The Independent - It is. Are you?". In 1993 Arden set up the film production company Arden Sutherland‐Dodd and began a successful second career as a writer with a weekly column in The Independent and several publications including Whatever You Think, Think The Opposite (2006) and God Explained In A Taxi Ride (2007).

Editorial Reviews

"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&rqsuo;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 inspirat
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Appropriate for ages: 13

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