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

by Paul Arden, Roger Kennedy

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
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 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

Editorial Reviews

'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 horrific mistakes Outrageously genius.' – 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 & Saatchi and he was simply inspirational – as is this practical, unpretentious little book.' – Amanda Platell

'... Deliciously rich paperback ...' – Chicago Sun-Time

'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 , 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

'I read this book regularly. It's like my little holy book that I skim through every now and then. It's about advertising and the workplace, but I find a lot of the content can be applied to just about anything.' – Mozhdah Jamalzadah

'Essential reading for those who wish to live a more daring and creative life.' – Chichester Observer

From the Publisher