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Whatever You Think, Think the Opposite [Paperback]

Paul Arden
3.8 out of 5 stars  See all reviews (46 customer reviews)
RRP: 8.99
Price: 6.29 & FREE Delivery in the UK on orders over 10. Details
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Book Description

2 Mar 2006

The bestselling author of It's Not How Good You Are, It's How Good You Want To Be Paul Arden turns logic and common sense on its head in Whatever You Think, Think the Opposite and gives you the confidence to take bigger risks and enjoy your work more than you can imagine.

Have you ever considered the extraordinary power of making bad decisions, being unreasonable, and taking dangerous, unadvisable risks?

Has it ever occurred to you that nothing is more dangerous than playing it safe, or that the straight and narrow path may lead you right off a cliff?

Paul Arden has become a global business guru on the strength of such radical insights. His first book, It's Not How Good You Are, It's How Good You Want to Be, became a word of mouth classic, selling more than half a million copies. Instead of the usual boring advice, he offered daring quips, aphorisms, and paradoxes - all seeking to revise what we habitually hold as our 'common sense'.

Whatever You Think, Think the Opposite is an even more daring attack on the way we look at our work and our world. Whether you sell, manage, or buy, Arden will inspire you with his counterintuitive axioms, startling anecdotes, brilliant photographs, and offbeat quotations from artists, scientists, and philosophers.

Whatever You Think, Think the Opposite will force you to rethink everything. And it will give you the confidence to take bigger risks and enjoy your work more than you can imagine.

'Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common' Roger Kennedy, Saatchi & Saatchi

Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK's most successful advertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book sold over half a million copies. He has a weekly column in the Independent and recently opened a photographic gallery in his hometown, Petworth.


Frequently Bought Together

Whatever You Think, Think the Opposite + It's Not How Good You Are, It's How Good You Want to Be: The world's best-selling book by Paul Arden + Damn Good Advice (For People With Talent!): How To Unleash Your Creative Potential by America's Master Communicator, George Lois
Price For All Three: 16.94

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Product details

  • Paperback: 144 pages
  • Publisher: Penguin (2 Mar 2006)
  • Language: English
  • ISBN-10: 0141025719
  • ISBN-13: 978-0141025711
  • Product Dimensions: 1.5 x 12.1 x 18 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (46 customer reviews)
  • Amazon Bestsellers Rank: 18,985 in Books (See Top 100 in Books)

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Product Description

About the Author

'Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common' Roger Kennedy, Saatchi & Saatchi

Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK's most successful advertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book sold over half a million copies. He has a weekly column in the Independent and recently opened a photographic gallery in his hometown, Petworth.


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UNTIL the Mexico Olympics of 1968 the customary way for a high jumper to cross the bar was with his body parallel to it, in a technique known as the Western Roll. Read the first page
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Customer Reviews

Most Helpful Customer Reviews
61 of 63 people found the following review helpful
2.0 out of 5 stars Just steal it 27 Mar 2011
Format:Paperback
Never heard of Paul Arden before borrowing this book, and now that I have read it - about 30 minutes later - I don't much care if I never hear of him again.

It is entertaining. You can tell it is by an adman, as it is very well laid out graphically and short. In fact, it is really short. There are those who are allergic to text - to reading, really - and prefer to look at pictures. They should like this. But for others, they might feel short-changed. There is nothing in this book that isn't in a lot of other books. If you haven't read many "self-fulfilment" books, you might find it enlightening, but I can't say that I did.

Of course, by producing a book that contains perhaps ten pages of text at best, Paul Arden is no doubt practising what he preaches - doing what most authors wouldn't dare to do. You don't like it? Gotcha! You must be a reader who thinks inside the box.

But what really annoyed me was the smugness of the author. There is a page on ego and how marvellous it is to have a big one; a thought that would appear to come straight from Arden's heart. Where I really started to feel annoyed was when Arden tells you not to go to university but learn in the university of life instead. University is, apparently, for people who are too pusillanimous to know what they want to do with their lives. Fine then. Let's pick up medicine, quantum physics, molecular biology and law as we go along. How facile can you get? The fact that he should even have included this thought casts doubts on the whole text. Oh, but he just wrote that to provoke me and make me reassess my life. Gotcha again! It's exactly the same mechanism as that employed by gurus of sects the world over.
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22 of 24 people found the following review helpful
2.0 out of 5 stars Nice pics, shame about the text 9 Mar 2008
By M. Lank
Format:Paperback|Verified Purchase
Ironically for a book that seeks to encourage new and radical ways of thinking it is full of the same old clichés, platitudes and generalisations. It's got some good pictures, but it's finest quality is it's brevity; you don't waste too much time reading it.
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13 of 14 people found the following review helpful
4.0 out of 5 stars Very much like 'Its not how good you are...' 23 May 2007
Format:Paperback|Verified Purchase
This book is Paul Ardens other main inspiration book and is very much like 'Its not how good you are...' infact several ideas are the exact same in both books.

Paul Arden again presents us with a 'you are what you make yourselves' book aimed at raising peoples belief in their own potential and abilities. Arden uses a series of interesting case studies and quotes from significant people or personal acquaintances to illustrate his various ideas and perspectives on modern business ethics, behaviours and ideals.

Again a very short bullet style book with point after point, if read right through it should take around an hour at most to read though longer to take in. As with 'Its not how good you are...' may not be suited to everyone but its worth the look for the cost and potential benefit you may get from it.
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3 of 3 people found the following review helpful
3.0 out of 5 stars Whatever you think, buy it second hand 29 Sep 2012
Format:Paperback
If brevity is the soul of wit, as Wilde postulated, than Paul Arden must be hilarious. There's a mere handful of text in this book and even less of that is original. It has plenty of amusing anecdotes and other people's recollections. For the price of a second hand copy its worth sifting through the silt to get to the few shiny jewels inside.

A previous reviewer of this book, "Glidd of Glood", had clearly had enough of the silt because he makes the claim that Arden says don't go to university, go to work instead, and uses this as an example to beat him with a stick. Well, like so many reviewers he clearly failed to read the sentence properly, so here it is for all to see: "So don't go to university unless the subject of learning is close to your heart." Now that is excellent advice and very different from the foaming nonsense of the previous reviewer. Arden says many people go to university because they don't know what to do with their life and that university is a delaying tactic, and instead, they should seek out employment until they know what they want to do. Hardly controversial stuff. Acute observation with much to commend it I would suggest. It is not the same as suggesting saying "University is, apparently, for people who are too pusillanimous to know what they want to do with their lives. Fine then. Let's pick up medicine, quantum physics, molecular biology and law as we go along. How facile can you get? The fact that he should even have included this thought casts doubts on the whole text." Alas subtlety of meaning (and possibly basic literacy) appear to be beyond the ken of "Glidd of Glood".
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3 of 3 people found the following review helpful
5.0 out of 5 stars Nirvana in little book form 3 Dec 2008
Format:Paperback
My dad bought this book for me to read a while back and it really made me think about my own life and how I could improve it. Some people might see it as nothing more than a marketing ploy (eg. those who gave it 1 and 2 stars), but if you really read and understand what Arden is conveying, the book may guide you in making the "wrong" decisions. There are some perceptions in the book that some would disagree with, but it really is up to you as the reader to take them on board or not.
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Most Recent Customer Reviews
4.0 out of 5 stars Inspiring!
I'd most certainly recommend this book, Its very inspiring and motivational. Nice little book that could be read easily on a short train journey but definitely worth a read.
Published 2 months ago by Liam Bailey
3.0 out of 5 stars Interesting but not a lot of content
This is more of a reminder of how to think laterally. It doesn't have a lot prose as such, but images and words. Good gift for the creative person.
Published 5 months ago by M. J. Penny
5.0 out of 5 stars grandsons ptesent
I got this for my grandson for Xmas and my son's workmates recommended it I havent read it yet so can't say much but my grandson said it was good
Published 7 months ago by anne potts
4.0 out of 5 stars christmas present
bought the book for my granson as a stoking filler for
christmas couple year ago he was took up with it and
still reads thro it
Published 8 months ago by eric webb
5.0 out of 5 stars The creative pocket bible
Essential tips for people who do a creative job. We all know how difficult it is to struggle in front of a blank page if we don't know what to do. Read more
Published 9 months ago by Tan
4.0 out of 5 stars Good short book of one-liners, or things to remember
This short book is quite good for inspirational one-liners or short paragraphs about things to remember. Read more
Published 10 months ago by Steez
1.0 out of 5 stars Boring and obvious
Please seem y review of 'God Explained in a Taxi Ride'.

If you have any common sense whatsoever you don't need to bother wasting your time.
Published 11 months ago by Miss Holly E Simms
5.0 out of 5 stars Whatever You Think
That goes for the price, it's worth far more than that! Get yours today. Powerful gift for presentation audiences everywhere.
Published 13 months ago by Willson Investments Limited
5.0 out of 5 stars Mind challenging - fantastic.
I loved this. It's fun and energising and stimulates so many great ideas and it was very exciting to feel that zing of creativity, whizz through my slightly sluggish brain.
Published 13 months ago by Elizabeth Moon
5.0 out of 5 stars Fantastic/anti-inspirational!
This is a fantastic book and I use it for inspiration by opening it on a random page. Last night I had done just this whilst finishing my university work for the day, and the title... Read more
Published 15 months ago by Mr Daniel Mark Tyson
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