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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)
4.0 out of 5 stars See all reviews (29 customer reviews)
RRP: £4.95
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It's Not How Good You Are, It's How Good You Want To Be + Whatever You Think, Think The Opposite + A Technique for Producing Ideas (McGraw-Hill Advertising Classic)
Price For All Three: £15.19

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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
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Customer Reviews

29 Reviews
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 (15)
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 (8)
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 (1)
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Average Customer Review
4.0 out of 5 stars (29 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
44 of 44 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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29 of 29 people found the following review helpful:
5.0 out of 5 stars Powerful little book, 10 Jan 2009
By Fernanda Franco - See all my reviews
(REAL NAME)   
I was drawn by the bold statement on the cover and being a graphic designer, also drawn to the great type treatment! This book is a wonderful companion to motivate anyone in going for it now! Arden's experience is mainly in advertising and his writings ring true for life and for opening yourself to endless possibilities. His advice is honest and brave.

It reminded me of the work of Ariel and Shya Kane and Instantaneous Transformation. By reading their 3 principles which you can find in the book Working on Yourself Doesn't Work: The 3 Simple Ideas That Will Instantaneously Transform Your Life and by attending their Monday night seminars and workshops in New York City, I have experienced countless creative shifts. These shifts have supported me in generating original projects effortlessly at work and in my personal life. Well-being and satisfaction are a part of my day in and day out experience, regardless of the circumstances.

I recommend both Arden and the Kanes as a must on your bookshelf for creativity that translates into productivity and a richer life.
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18 of 18 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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Most Recent Customer Reviews

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 7 days 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 1 month 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 4 months ago by Steven Unwin

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 9 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 9 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 9 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 11 months ago by Mr. S. Crehan

5.0 out of 5 stars Thought provoking and useful for everyone
Paul Arden's book is a like a breath of fresh air compared to many help or guidebooks out there. The way he combines the images and photographs to highlight the message of the... Read more
Published 11 months ago by M. Crowther

4.0 out of 5 stars Great thinking from the ad industry
This books is a great collection of many ideas, thoughts, ironies and creative thinking from the ad industry. Plus a few new thoughts. Read more
Published 14 months ago by C. ARNOLD

1.0 out of 5 stars glib
I read this book in a bookshop in about half an hour.

The advice is often utterly foolish. Read more
Published 15 months ago by Nt Deregowski

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