Pub. Date:
Phaidon Press
It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

by Paul Arden, Roger Kennedy
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"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 alike to help make the unthinkable thinkable and the impossible possible.

The world’s top 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 endeavors that can be applied to aspects of modern life.

This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom – all packed into easy—to—digest, bite—sized spreads. If you want to succeed in life or business, this book is a must.


Product Details

ISBN-13: 9780714843377
Publisher: Phaidon Press
Publication date: 05/01/2003
Pages: 128
Sales rank: 94,335
Product dimensions: 4.75(w) x 7.00(h) x 0.62(d)
Age Range: 13 - 18 Years

About the Author

"Paul Arden (1940—2008) spent a stormy 18 years in advertising and then found his Alma Mater in Saatchi & Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director he was responsible for some of Britain’s most successful advertising campaigns – including British Airways, Silk Cut, Intercity and Fuji – and famous slogans, such as "The Car in front is a Toyota" and "The Independent – It is. Are you?". In 1993 Arden set up the film production company Arden Sutherland—Dodd and began a successful second career as a writer with a weekly column in The Independent and several publications including Whatever You Think, Think The Opposite (2006) and God Explained In A Taxi Ride (2007).


Table of Contents

Why do we strive for excellence when mediocrity is required?10
So how good do you want to be?12
You can achieve the unachievable17
'I want to be as famous as Persil Automatic'18
Have you noticed how the cleverest people at school are not those who make it in life?20
The Fundamentals
Do not seek praise. Seek criticism26
It's all my fault28
Do not covet your ideas30
Don't look for the next opportunity. The one you have in hand is the opportunity32
Accentuate the positive34
Eliminate the negative35
Do not put your cleverness in front of the communication36
Don't promise what you can't deliver38
Know your client's aims40
What do you do when your client won't buy?42
Don't take no for an answer44
When it can't be done, do it. If you don't do it, it doesn't exist46
If You Can't Solve a Problem, It's Because You're Playing by the Rules
The person who doesn't make mistakes, is unlikely to make anything50
'Fail, fail again. Fail better'52
It's wrong to be right54
It's right to be wrong56
Don't be afraid of silly ideas58
Give Yourself Some Spin
Play your cards right64
It's not what you know66
It's who you know67
Don't give a speech. Put on a show68
Getting fired can be a positive career move70
And Now for a Commercial Break
Doing a layout means having an idea74
Compose your ad from the weakest point78
Rough layouts sell the idea better than polished ones80
If you get stuck, draw with a different pen82
Suppliers are only as good as you are84
Don't be afraid to work with the best86
Get out of advertising88
Do not try to win awards90
You Don't have to be Creative to be Creative
How you can make your company great94
How a senior manager can make a big difference98
How a junior account handler can make a big difference99
How a media buyer can make a big difference101
New Business
What is meant by the word 'creative'?104
How to improve your strike rate106
Final Thoughts
My finest hour114
Notes from the pulpit118
Life's creative circle120
Wit and wisdom122

Customer Reviews

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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 4.2 out of 5 based on 0 ratings. 11 reviews.
Steve55 on LibraryThing More than 1 year ago
This is a little book, you can read it in an hour and maybe I should describe it as a cheeky little book. In the inside front cover it sets out to compare itself to Sun Tzu¿s Art of War and Machiavellis The Prince as a metaphore for business. In my view it is not worthy of the comparison. But I still like the book because with the book the writer is living the key message of the book. To be big, good, great, you have to think yourself big, good, great, and that¿s what the book does. It proudly claims to be `The world¿s best-selling book by Paul Arden. For all I know this might be because it¿s the only book by Paul Arden. But that doesn¿t matter, it isn¿t being deceitful, it¿s the very point of the book. It presents itself as a best seller as part of becoming a best seller. I bought the book at the airport en route to a conference and I suspect that this bold claim tipped the balance in favour of selecting the book over others, so it works. So it¿s a small book, easily read and cheeky. What else. Well it¿s cheap (£4-95 in the UK) and does have one or two useful ideas. Often the lasting effect of a visit to a conference may be one or two new ideas, so at the price it¿s a bargain. The book contains lessons, or thoughts from the experience of a marketing man. The final few pages began to feel specific to this target audience, but for the most part the thoughts are widely applicable. It¿s nicely produced and has plenty of pictures again projecting the message `be what you want to become¿.As an example of what you¿ll read, I liked the thoughts about right being wrong being right. In a changing world if you think you know the right answer, then it¿s highly likely to be wrong as the world will have changed since it was right. By the same token being wrong opens up the opportunity of trying new things and maybe becoming right.It won¿t make a dent in your wallet or diary and perhaps contains nothing profound, but it illustrates how a simple message can be communicated in a straightforward and concise manner with style so that how you say reinforces what you say.
Smiler69 on LibraryThing More than 1 year ago
This is supposed to be a book for everyone, regardless of profession or background, but there¿s a big focus on advertising and how to surpass demands in that field. I suppose if you¿re just starting out on the job market, there¿s plenty of good advice. Paul Arden is considered to be an advertising guru, so if you¿re thinking of working in that field, you should make that little book your bible. Arden compares it to no less than Sun Tzu¿s The Art of War. I¿ll leave it up to you to decide whether the comparison is justified or not, but will say that having worked in that field for many years, I know from experience that advertisers are prone to exaggerating... just a tad.
Manirul More than 1 year ago
Nice,,,, Great...!
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JO-dy More than 1 year ago
This book only takes about 30-45 minutes to read. It has great quotes and learning tools.
Guest More than 1 year ago
The appearance hit right into my eye when I was strolling past piles of books in Kinokuniya. The title punch into my guts.. and the content made a strike to my brain. I read it right through the end within less than an hour. The font and layout is handpicked, the illustration is genius. Paul Arden reveals all success factors in both life and business here. It's up to his readers to practice it. Sharp, brilliant and original!!!
Guest More than 1 year ago
It's a shot in the arm and a kick in the pants. This is a to-the-point book that helps you 'conquer the high dive'.
Guest More than 1 year ago
This is a novel and energetic book to have handy. It helps you look at your issues in different ways. It is also a good 'brain storm buddy' to find your way out of a mental jam. And the creative ways it gets its points across are just a delight.