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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 (Paperback)

by Paul Arden (Author)
4.1 out of 5 stars  See all reviews (31 customer reviews)
RRP: £4.95
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Product Description

Product Description

"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.


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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It's Not How Good You Are, It's How Good You Want To Be
85% buy the item featured on this page:
It's Not How Good You Are, It's How Good You Want To Be 4.1 out of 5 stars (31)
£3.63
The Art of Looking Sideways
6% buy
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4% buy
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Customer Reviews

31 Reviews
5 star:
 (16)
4 star:
 (9)
3 star:
 (1)
2 star:
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Average Customer Review
4.1 out of 5 stars (31 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
51 of 51 people found the following review helpful:
5.0 out of 5 stars Inspirational advice for creative individuals!, 26 Dec 2004
By Tim Burness (Brighton, England) - See all my reviews
(TOP 1000 REVIEWER)   
"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.

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20 of 20 people found the following review helpful:
5.0 out of 5 stars Digestible inspiration!, 8 Dec 2003
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.

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36 of 37 people found the following review helpful:
5.0 out of 5 stars best of the best, 19 Nov 2004
By A Customer
I bought this book shortly before quitting my job.

I was lacking in focus and short of confidence, this is going to sound really cheesy, but this book changed my life.

It gave me the confidence and strength to go for a job in the media which I wouldn't have had the guts to go for before.

One of the quotes from the book is
'If you're in control, you're not going fast enough'

I put myself up there and rose to the occasion

I'm now working as picture editor on a major UK magazine.

This is from someone who's turned around their life in 4 months.

Paul Arden, you are the daddy!

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Most Recent Customer Reviews

4.0 out of 5 stars To the point
If you liked this you will love Robert Bean's 'Winning in Your Own Way - The Nine and a Half Golden Rules of Branding'. Just as snappy, another great little read.
Published 13 days ago by George Gershwin

5.0 out of 5 stars A classic. Buy it!
The year Paul Arden was appointed executive creative director of Saatchi & Saatchi was the year I started work in the industry, at rivals JWT. Read more
Published 1 month ago by Shaun Varga

4.0 out of 5 stars smart, fun and provocative read
It's a fun book to read and to look in, the words are carried very well by the layout and choice of typography. I read it in one go. Read more
Published 4 months ago by Bert Heymans

1.0 out of 5 stars Somewhat impractical and outdated advice...
I was actually quite dissapointed with this. The advice it gives is a strange mix of basic common sense and ludicrous credos. Read more
Published 5 months ago by G. Pilling

3.0 out of 5 stars It's cheeky and cheap and has a few good ideas.
This is a little book, you can read it in an hour and maybe I should describe it as a cheeky little book. Read more
Published 9 months ago by Steven Unwin

5.0 out of 5 stars Powerful little book
I was drawn by the bold statement on the cover and being a graphic designer, also drawn to the great type treatment! Read more
Published 10 months ago by Fernanda Franco

5.0 out of 5 stars Inspirational Reading
This book was given to me when I started in the advertising industry and has inspired me to push myself creatively and to challenge everything. Read more
Published 13 months ago by Byron

1.0 out of 5 stars Buy a Moleskin Note Book Instead, cos' it's just as empty.....
A pat on the back for being so Good.

More empty rhetoric.

This book taught me.

Here is some self help for you. Read more
Published 14 months ago by Art + Commerce

5.0 out of 5 stars Carry in your Handbag all day!
Fantastic, small and my bible. I carry it around with me and am forever annoying others with quotes from the book. Read more
Published 14 months ago by Smelly seeker

4.0 out of 5 stars A Nice Way to Spend an Hour
For the price of this book you cannot go wrong buying it . It is a quirky little thing and good fun to read - or rather 'flick through'. Read more
Published 15 months ago by Mr. S. Crehan

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