It's Not How Good You Are, It's How Good You Want To Be

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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.



SPECIFICATIONS:

Format: Paperback
Size: 178 x 120 mm (7 x 4 3/4 in)
Pages: 128 pp
ISBN: 9780714843377

 Paul Arden 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 successfuly advertising campaigns - including British Airways, Silk Cut, InterCity and Fuji - and famous slogans which include 'The car in front is a Toyota' and 'The Independent - It Is. Are You?'. Paul Arden now runs Arden Sutherland-Dodd, a London-based film production company.

"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."—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 & Saatchi and he was simply inspirational - as is this practical, unpretentious little book."—Amanda Platell

"...Deliciously rich paperback..."—Chicago Sun-Time