It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

by Paul Arden, Roger Kennedy
4.3 9
Pub. Date:
Phaidon Press
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It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

"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."

Product Details

ISBN-13: 9780714843377
Publisher: Phaidon Press
Publication date: 05/01/2003
Pages: 128
Sales rank: 72,448
Product dimensions: 4.75(w) x 7.00(h) x 0.62(d)
Age Range: 13 - 18 Years

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 unachievable17
'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
Do not seek praise. Seek criticism26
It's all my fault28
Do not covet your ideas30
Don't look for the next opportunity. The one you have in hand is the opportunity32
Accentuate the positive34
Eliminate the negative35
Do not put your cleverness in front of the communication36
Don't promise what you can't deliver38
Know your client's aims40
What do you do when your client won't buy?42
Don't take no for an answer44
When it can't be done, do it. If you don't do it, it doesn't exist46
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 anything50
'Fail, fail again. Fail better'52
It's wrong to be right54
It's right to be wrong56
Don't be afraid of silly ideas58
Give Yourself Some Spin
Play your cards right64
It's not what you know66
It's who you know67
Don't give a speech. Put on a show68
Getting fired can be a positive career move70
And Now for a Commercial Break
Doing a layout means having an idea74
Compose your ad from the weakest point78
Rough layouts sell the idea better than polished ones80
If you get stuck, draw with a different pen82
Suppliers are only as good as you are84
Don't be afraid to work with the best86
Get out of advertising88
Do not try to win awards90
You Don't have to be Creative to be Creative
How you can make your company great94
How a senior manager can make a big difference98
How a junior account handler can make a big difference99
How a media buyer can make a big difference101
New Business
What is meant by the word 'creative'?104
How to improve your strike rate106
Final Thoughts
My finest hour114
Notes from the pulpit118
Life's creative circle120
Wit and wisdom122

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It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book 4.3 out of 5 based on 0 ratings. 9 reviews.
Manirul More than 1 year ago
Nice,,,, Great...!
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JO-dy More than 1 year ago
This book only takes about 30-45 minutes to read. It has great quotes and learning tools.
Guest More than 1 year ago
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!!!
Guest More than 1 year ago
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'.
Guest More than 1 year ago
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.