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It's Not How Good You Are, It's How Good You Want To Be http://www.fishpond.com.au/Books/Its-Not-How-Good-You-Are-Its-How-Good-You-Want-To-Be-Paul-Arden/9780714843377

By Paul Arden

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Format:Paperback / softback, 128 pages
Other Information: 40 illustrations, (some colour )
Published In: United Kingdom, 31 May 2003
"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.

Table of Contents

The book is divided into chapters/sections: The Fundamentals If You Can't Solve a Problem It's 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

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

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 magazine, May UK 'ARDENT ABOUT ARDEN Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable with 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. 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, July 2003 UK "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, June 2004 ' - 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, Daily Mail, 20 January 2005

Publisher: Phaidon Press Ltd
ISBN:0714843377
EAN:9780714843377
Dimensions: 17.68 x 12.24 x 1.35 centimeters (0.18 kg)
Age Range: 15+ years
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Reviews

5 of 5 Stars! –

A motivating book that reveals the artistic side of success. Definitely a good book. it is a must read for those who wants to be 'big' but are lacking in confidence. This book guides the reader tricks/facts to become successful. It is absolutely entertaining with bits of trivia that are both inspiring and entertaining. I highly recommend it

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1 person found this review helpful 0 did not

1 of 5 Stars! –

Perhaps it is just the way that I tend to understand things, but to me this book was heavily over-designed. As a designer myself and going through uni these past two years, we are taught that we must have a reason as to why we design something. This book was filled with things that didn't make sense to me.

Also there were a lot of heavy quotes. With not much story behind it to understand it. You can read the full book within fifteen minutes. Maybe a brief time-filler at its best. I didn't learn anything new from it.

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5 of 5 Stars! –

Before you get confused by the "World's best selling book" tagline, read the title of the book again. "It's not how good you are, it's how good you want to be." Obviously, Arden aspires to have this be the world's best selling book.

All of the advice in this book comes out of Arden's experience in the advertising industry, but it has value for everyone doing work in creative fields. (And as many have said, business as a whole is a creative pursuit.) Even the advice that seems to be advertising-centric has wider relevance, if you open your mind a bit.

There's a lot of very good advice in this book, presented in a very easy to digest format. I come back to this book again and again whenever I need a pep talk, and every time it works. How are being unafraid of failure, having ambition, and being open to new ideas not relevant to your life?

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5 of 5 Stars! –

This guy is a genius. This book is a must read for all students in highschool who don't get A's. It demonstrates that success in life is not dependant on academic achievement and those who may not excel in school may very well be the ones who excel in life.

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5 of 5 Stars! –

This book has changed my whole thought process about life and creative business. It is integral to all business people to have this sort of courage in life to succeed!

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