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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

Paul Arden

0714843377
Retail Price: $9.95
LS Price: $8.95
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Format: Paperback, 128pp.
ISBN: 9780714843377
Publisher: Phaidon Press Inc.
Pub. Date: May 2003

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Description and Reviews
From The Publisher:

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 to 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 notions 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!

He gives original and logical answers to everyday questions. Much of it appears obvious when you read it, but aren't all questions easy when you know the answers? Whether you are a school-leaver, self-employed or a managing director, this book is invaluable for everyone who aspires to succeed. Just as Sun Tzu's Art of War is read as a lesson in business strategy rather than fighting in a military sense, or Machiavelli's The Prince is written about government but is used as a guide to management, so this book uses the creative process of good advertising as a metaphor for business practice.

Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

 
readers index
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Reader's Index 
Send us your favorite quotes or passages from this book.

"CHANGE your tools, it may free your thinking." Pg. 82

"The problem with hoarding is you end up living off your reserves. Eventually you will become stale. If you give away everything you have, you are left with nothing. This forces you to look, to be aware, to replenish. Somehow the more you give away the more comes back to you." Pg. 30
 

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About the Author

Advertising guru Paul Arden is a creative genius whose extraordinary drive and energy is allied to a kind of common sense that just isn't, well, common. Paul Arden began his career in advertising at the age of 16. Formerly Creative Director at Saatchi and Saatchi, he is responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji and famous slogans which include The Car in front is a Toyota and The Independent It Is Are You?. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

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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
How you noticed how the cleverest people at school are not those who make it in life?20
The Fundamentals22
If You Cant Solve a Problem Its Because You Are Playing By the Rules48
Give Yourself Some Spin62
And Now for a Commercial Break73
You Don't Have to be Creative to be Creative92
New Business102
Final Thoughts112
Credits and Acknowledgements126


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Customer Reviews
Write your own online review.

Short and Delightful, Yet Bold and Brilliant September 6, 2006
Reviewer: Andre Doucette - SOLID from Canada

Paul Ardens book is above all, the most insightful and possibly the greatest book I have ever read. Its short and delightful yet bold and brilliant. A great deal of the confidence that I have developed in myself as an entrepreneur has come from the pages in this book. It has helped me develop an image of where I wanted to be and has motivated me to live into that image. This book goes everywhere with me, I often take a moment to read a short segment or perhaps just a line out of this book each and every day, then I just sit on it for awhile and think about it. It fuels motivation in me that drives myself and my business.

I recommend this book to every associate and client I deal with and I strongly recommend it to you. Quite possibly the best 10 dollars you will ever spend. Period.





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