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

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

ISBN-10:
0714843377
ISBN-13:
9780714843377
Pub. Date:
05/01/2003
Publisher:
Phaidon Press
ISBN-10:
0714843377
ISBN-13:
9780714843377
Pub. Date:
05/01/2003
Publisher:
Phaidon Press
It's Not How Good You Are, It's How Good You Want to Be: The world's best-selling book by Paul Arden

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

Paperback

$14.95 Current price is , Original price is $14.95. You
$14.95 
  • SHIP THIS ITEM
    Qualifies for Free Shipping
  • PICK UP IN STORE
    Check Availability at Nearby Stores
  • SHIP THIS ITEM

    Temporarily Out of Stock Online

    Please check back later for updated availability.


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 endeavours 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: 84,199
Product dimensions: 4.75(w) x 7.00(h) x 0.50(d)
Age Range: 13 - 18 Years

About 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).

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
Energy24
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
From the B&N Reads Blog

Customer Reviews