Product Description

"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 help make the unthinkable and the impossible possible. 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 endeavours that can be applied to aspects of modern life. This book provides an 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.

Product Details

• Amazon Sales Rank: #1695 in Books
• Published on: 2003-05-31
• Original language: English
• Number of items: 1
• Binding: Paperback
• 128 pages

About the Author
Advertising guru Paul Arden is a creative genius whose extraordinary drive and energy is allied to a kind of common sense that just isn't, well, common. Paul Arden began his career in advertising at the age of 16. Formerly Creative Director at Saatchi and Saatchi, he is responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji and famous slogans which include 'The Car in front is a Toyota' and 'The Independent - It Is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis. Author's Residence: London

Customer Reviews

Inspirational advice for creative individuals!
"The world's best-selling book" (the tongue-in-cheek subtitle), is a great little collection of ideas, suggestions and practical advice from a man responsible for many successful British advertising campaigns over the last 25 years. Although there is a practical bias towards the business world of advertising and media, this book is likely to appeal to any individual who is interested in creativity and thinking for themselves. It is beautifully designed and very entertaining indeed!

In the first few pages, Paul Arden encourages you to set your goals high and aim beyond what you believe you are capable of. Then there are "The Fundamentals" such as "Do not seek praise. Seek criticism", "Give away everything you know, and more will come back to you", "Don't promise what you can't deliver". My favourite is "It's right to be wrong", where Arden points out how anything is possible when you're not trying to be right. The risk is greater, you are in the unknown, but "there's more chance of it being amazing".

A combination of "common sense", awareness, business advice, communication skills, positive thinking, a few presentation tricks and some quirky strokes of genius. Great stuff.

Digestible inspiration!
A fabulous little book. And I mean little. You can read this in an hour but the messages will stay with you for much longer. I would recommend it to anyone looking to rediscover their edge or seeking ways to inject new energy and meaning into their lives.

No bull, this is a great little read. You will not be disappointed.

best of the best
I bought this book shortly before quitting my job.

I was lacking in focus and short of confidence, this is going to sound really cheesy, but this book changed my life.

It gave me the confidence and strength to go for a job in the media which I wouldn't have had the guts to go for before.

One of the quotes from the book is
'If you're in control, you're not going fast enough'

I put myself up there and rose to the occasion

I'm now working as picture editor on a major UK magazine.

This is from someone who's turned around their life in 4 months.

Paul Arden, you are the daddy!