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

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Overview

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 ...

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Overview

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.

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Editorial Reviews

From the Publisher
"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—Times

"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

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Product Details

  • ISBN-13: 9780714843377
  • Publisher: Phaidon Press
  • Publication date: 5/1/2003
  • Pages: 128
  • Sales rank: 70,418
  • Product dimensions: 4.75 (w) x 7.12 (h) x 0.62 (d)

Meet 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).

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Table of Contents

Why do we strive for excellence when mediocrity is required? 10
So how good do you want to be? 12
You can achieve the unachievable 17
'I want to be as famous as Persil Automatic' 18
Have you noticed how the cleverest people at school are not those who make it in life? 20
The Fundamentals
Energy 24
Do not seek praise. Seek criticism 26
It's all my fault 28
Do not covet your ideas 30
Don't look for the next opportunity. The one you have in hand is the opportunity 32
Accentuate the positive 34
Eliminate the negative 35
Do not put your cleverness in front of the communication 36
Don't promise what you can't deliver 38
Know your client's aims 40
What do you do when your client won't buy? 42
Don't take no for an answer 44
When it can't be done, do it. If you don't do it, it doesn't exist 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 anything 50
'Fail, fail again. Fail better' 52
It's wrong to be right 54
It's right to be wrong 56
Don't be afraid of silly ideas 58
Give Yourself Some Spin
Play your cards right 64
It's not what you know 66
It's who you know 67
Don't give a speech. Put on a show 68
Getting fired can be a positive career move 70
And Now for a Commercial Break
Doing a layout means having an idea 74
Compose your ad from the weakest point 78
Rough layouts sell the idea better than polished ones 80
If you get stuck, draw with a different pen 82
Suppliers are only as good as you are 84
Don't be afraid to work with the best 86
Get out of advertising 88
Do not try to win awards 90
You Don't have to be Creative to be Creative
How you can make your company great 94
How a senior manager can make a big difference 98
How a junior account handler can make a big difference 99
How a media buyer can make a big difference 101
New Business
What is meant by the word 'creative'? 104
How to improve your strike rate 106
Final Thoughts
My finest hour 114
Notes from the pulpit 118
Life's creative circle 120
Wit and wisdom 122
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Customer Reviews

Average Rating 4.5
( 9 )
Rating Distribution

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(4)

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Sort by: Showing all of 9 Customer Reviews
  • Posted June 28, 2014

    Nice,,,, Great...!

    Nice,,,, Great...!

    Was this review helpful? Yes  No   Report this review
  • Posted January 23, 2010

    Good book :)

    This book only takes about 30-45 minutes to read. It has great quotes and learning tools.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 28, 2006

    Most creative and inspiring book I have ever read.

    The appearance hit right into my eye when I was strolling past piles of books in Kinokuniya. The title punch into my guts.. and the content made a strike to my brain. I read it right through the end within less than an hour. The font and layout is handpicked, the illustration is genius. Paul Arden reveals all success factors in both life and business here. It's up to his readers to practice it. Sharp, brilliant and original!!!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 2, 2004

    Get moving

    It's a shot in the arm and a kick in the pants. This is a to-the-point book that helps you 'conquer the high dive'.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 30, 2004

    Insightful and a good pick me up.

    This is a novel and energetic book to have handy. It helps you look at your issues in different ways. It is also a good 'brain storm buddy' to find your way out of a mental jam. And the creative ways it gets its points across are just a delight.

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    Posted December 5, 2011

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    Posted March 24, 2013

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    Posted May 14, 2010

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    Posted November 13, 2010

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