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Whatever You Think, Think the Opposite Paperback – 2 Mar 2006

4.2 out of 5 stars 70 customer reviews

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Frequently bought together

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

  • 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)
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Product description

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.


Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
Makes you think. Makes you question. Leaves you with an energy and determination that you're not quite sure what to do with.
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.
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Good book and excellent customer service
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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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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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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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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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Format: Paperback
Reading the positive reviews I gave it a go. It's got some interesting pictures but is light on content. Seems a brief catalogue of people who hit on a different approach to things and were successful - wouldn't say they exactly thought 'opposite' as the title suggests. As the book progresses you can see the links to the 'opposite' theme becoming increasingly tenuous. May work as a coffee table book for guests to glance at, while the kettle boils (assuming it's high speed kettle). Not for me I'm afraid.
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Format: Paperback
In my college days I read a lot of self-improvement books and inspirational writings while trying to figure out what career I want to do (I settled with architecture.) I bought this book and liked it for a time. As I grow older though, I learned that most are full of pseudo-wisdom written by authors who seem inspired by oriental philosophy while omitting all the details that make the philosophy works.

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.
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