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

( 8 )

Overview

Its Not How Good You Are, Its 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. The worlds 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 endeavours that can be applied to aspects of modern life. This book provides a unique insight into the world of ...
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Overview

Its Not How Good You Are, Its 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. The worlds 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 endeavours 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.
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Product Details

  • ISBN-13: 9780714843377
  • Publisher: Phaidon Press
  • Publication date: 5/1/2003
  • Pages: 128
  • Sales rank: 92,022
  • Product dimensions: 4.75 (w) x 7.12 (h) x 0.62 (d)

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
( 8 )
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Sort by: Showing all of 8 Customer Reviews
  • 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!!!

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  • 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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  • Anonymous

    Posted May 14, 2010

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  • Anonymous

    Posted November 13, 2010

    No text was provided for this review.

Sort by: Showing all of 8 Customer Reviews

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