- Paperback: 144 pages
- Publisher: Penguin; 01 edition (2 Mar. 2006)
- Language: English
- ISBN-10: 0141025719
- ISBN-13: 978-0141025711
- Product Dimensions: 13.8 x 1.4 x 18.1 cm
- Average Customer Review: 4.2 out of 5 stars See all reviews (70 customer reviews)
- Amazon Bestsellers Rank: 49,888 in Books (See Top 100 in Books)
Whatever You Think, Think the Opposite Paperback – 2 Mar 2006
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From the Inside Flap
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.
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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Top Customer Reviews
Written well without any b******t. Exactly as expected - very good, maybe confusing advice. I say confusing because it will counteract any teachers or people of authorities words to you, but it needs to be read.
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.
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.Read more ›
An entertaining read while you need to cheer yourself up, but one do not go to marketers or especially advertisers for wisdom. It is sad that this book and Paul Arden are hailed as the quintessential figure of the advertisement; Attractive but shallow, lacking in any substance or profound truth, finished in a day's work rush and, most importantly, sells damn well.
Most Recent Customer Reviews
One of my favourite books simply because of how easy it is too read. If your ever feeling unmotivated then you can quickly pick this book up to pick yourself up. Read morePublished 9 months ago by Amazon Customer
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