"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 help make the unthinkable and the impossible possible. 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 book provides an 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.
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"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 magazine, May UK 'ARDENT ABOUT ARDEN Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable with 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. 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, July 2003 UK "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 horiffic mistakes. Outrageously genius.' The Good Book Guide, June 2004 ' - 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 and Saatchi and he was simply inspirational - as is this practical, unpretentious little book.' Amanda Platell, Daily Mail, 20 January 2005
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. Author's Residence: London
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Most Helpful Customer Reviews
71 of 71 people found the following review helpful
By Tim Burness
Format:Paperback
"The world's best-selling book" (the tongue-in-cheek subtitle), is a great little collection of ideas, suggestions and practical advice from a man responsible for many successful British advertising campaigns over the last 25 years. Although there is a practical bias towards the business world of advertising and media, this book is likely to appeal to any individual who is interested in creativity and thinking for themselves. It is beautifully designed and very entertaining indeed!
In the first few pages, Paul Arden encourages you to set your goals high and aim beyond what you believe you are capable of. Then there are "The Fundamentals" such as "Do not seek praise. Seek criticism", "Give away everything you know, and more will come back to you", "Don't promise what you can't deliver". My favourite is "It's right to be wrong", where Arden points out how anything is possible when you're not trying to be right. The risk is greater, you are in the unknown, but "there's more chance of it being amazing".
A combination of "common sense", awareness, business advice, communication skills, positive thinking, a few presentation tricks and some quirky strokes of genius. Great stuff.
33 of 33 people found the following review helpful
By A. Frost
Format:Paperback
A fabulous little book. And I mean little. You can read this in an hour but the messages will stay with you for much longer. I would recommend it to anyone looking to rediscover their edge or seeking ways to inject new energy and meaning into their lives.
No bull, this is a great little read. You will not be disappointed.
13 of 13 people found the following review helpful
By Steven Unwin
Format:Paperback
This is a little book, you can read it in an hour and maybe I should describe it as a cheeky little book. In the inside front cover it sets out to compare itself to Sun Tzu's Art of War and Machiavellis The Prince as a metaphore for business. In my view it is not worthy of the comparison. however I still like the book because with the book the writer is living the key message of the book.
To be big, good, great, you have to think yourself big, good, great, and that's what the book does. It proudly claims to be `The world's best-selling book by Paul Arden. For all I know this might be because it's the only book by Paul Arden. But that doesn't matter, it isn't being deceitful, it's the very point of the book. It presents itself as a best seller as part of becoming a best seller. I bought the book at the airport en route to a conference and I suspect that this bold claim tipped the balance in favour of selecting the book over others, so it works.
So it's a small book, easily read and cheeky. What else. Well it's cheap and does have one or two useful ideas. Often the lasting effect of a visit to a conference may be one or two new ideas, so at the price it's a bargain. The book contains lessons, or thoughts from the experience of a marketing man. The final few pages began to feel specific to this target audience, but for the most part the thoughts are widely applicable. It's nicely produced and has plenty of pictures again projecting the message `be what you want to become'.
As an example of what you'll read, I liked the thoughts about right being wrong being right. In a changing world if you think you know the right answer, then it's highly likely to be wrong as the world will have changed since it was right. By the same token being wrong opens up the opportunity of trying new things and maybe becoming right.
It won't make a dent in your wallet or diary and perhaps contains nothing profound, but it illustrates how a simple message can be communicated in a straightforward and concise manner with style so that how you say, reinforces what you say.
To be big, good, great, you have to think yourself big, good, great, and that's what the book does. It proudly claims to be `The world's best-selling book by Paul Arden. For all I know this might be because it's the only book by Paul Arden. But that doesn't matter, it isn't being deceitful, it's the very point of the book. It presents itself as a best seller as part of becoming a best seller. I bought the book at the airport en route to a conference and I suspect that this bold claim tipped the balance in favour of selecting the book over others, so it works.
So it's a small book, easily read and cheeky. What else. Well it's cheap and does have one or two useful ideas. Often the lasting effect of a visit to a conference may be one or two new ideas, so at the price it's a bargain. The book contains lessons, or thoughts from the experience of a marketing man. The final few pages began to feel specific to this target audience, but for the most part the thoughts are widely applicable. It's nicely produced and has plenty of pictures again projecting the message `be what you want to become'.
As an example of what you'll read, I liked the thoughts about right being wrong being right. In a changing world if you think you know the right answer, then it's highly likely to be wrong as the world will have changed since it was right. By the same token being wrong opens up the opportunity of trying new things and maybe becoming right.
It won't make a dent in your wallet or diary and perhaps contains nothing profound, but it illustrates how a simple message can be communicated in a straightforward and concise manner with style so that how you say, reinforces what you say.
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Most Recent Customer Reviews
5.0 out of 5 stars
great book
something I will read over and over again. inspirational and helpful in this creative age, and very portable, good price too
Published 9 days ago by A. Cunningham
5.0 out of 5 stars
a must read
I have sent a copy to my Great niece and one to my Daughter. This is a book everybody should read
Published 2 months ago by Sharon Goodsall
5.0 out of 5 stars
fantastic quick read
it's a good read know and then to give you that bust that you need. I recommend having a look at this book before buying it online as it's a book of quotes not a book book if you... Read more
Published 2 months ago by hamad
5.0 out of 5 stars
Confidence
An excellent book for those who need a little advice and counselling regarding self esteem. A worthwhile and a good buy.
Published 3 months ago by Dave
4.0 out of 5 stars
Interesting
A good book with some interesting ideas. Easy to read, but its worth spending a bit of time really thinking about the ideas and how you can implement them in your own life.
Published 4 months ago by Em
3.0 out of 5 stars
Useful but limited
The title is certainly encouraging, which is what the book sets out to be: a kind of motivational book for advertising creatives. Read more
Published 5 months ago by R. J. de Bulat
4.0 out of 5 stars
some thought provoking ideas
I read this in about an hour and there are some good ideas and quotes in it that make you think and would definitely put them into action.
Published 6 months ago by debsway
3.0 out of 5 stars
A fair bit of repetition but plenty of tips for everyone
Paul Arden was a character of the advertising industry. As an executive creative director at Saatchi & Saatchi during its heyday, he was responsible for some iconic British... Read more
Published 6 months ago by G Marwaha
5.0 out of 5 stars
Good
I do really love this book。 it is worthing to give 5 stars. the quality of this book is good
Published 7 months ago by Sherry
4.0 out of 5 stars
An espresso amongst the diet cokes of 'inspirational' books
Every now and again everybody who works in an environment which requires a certain level of creativity and imagination and improvisation gets a bit bogged down, a little bit stale. Read more
Published 7 months ago by M. Hallett
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