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
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
"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
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