It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book available in Paperback
"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 easytodigest, bitesized spreads. If you want to succeed in life or business, this book is a must."
|Product dimensions:||4.75(w) x 7.00(h) x 0.62(d)|
|Age Range:||13 - 18 Years|
About the Author
"Paul Arden (19402008) 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 SutherlandDodd 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 unachievable||17|
|'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|
|Do not seek praise. Seek criticism||26|
|It's all my fault||28|
|Do not covet your ideas||30|
|Don't look for the next opportunity. The one you have in hand is the opportunity||32|
|Accentuate the positive||34|
|Eliminate the negative||35|
|Do not put your cleverness in front of the communication||36|
|Don't promise what you can't deliver||38|
|Know your client's aims||40|
|What do you do when your client won't buy?||42|
|Don't take no for an answer||44|
|When it can't be done, do it. If you don't do it, it doesn't exist||46|
|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 anything||50|
|'Fail, fail again. Fail better'||52|
|It's wrong to be right||54|
|It's right to be wrong||56|
|Don't be afraid of silly ideas||58|
|Give Yourself Some Spin|
|Play your cards right||64|
|It's not what you know||66|
|It's who you know||67|
|Don't give a speech. Put on a show||68|
|Getting fired can be a positive career move||70|
|And Now for a Commercial Break|
|Doing a layout means having an idea||74|
|Compose your ad from the weakest point||78|
|Rough layouts sell the idea better than polished ones||80|
|If you get stuck, draw with a different pen||82|
|Suppliers are only as good as you are||84|
|Don't be afraid to work with the best||86|
|Get out of advertising||88|
|Do not try to win awards||90|
|You Don't have to be Creative to be Creative|
|How you can make your company great||94|
|How a senior manager can make a big difference||98|
|How a junior account handler can make a big difference||99|
|How a media buyer can make a big difference||101|
|What is meant by the word 'creative'?||104|
|How to improve your strike rate||106|
|My finest hour||114|
|Notes from the pulpit||118|
|Life's creative circle||120|
|Wit and wisdom||122|
Most Helpful Customer Reviews
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.
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.
This book only takes about 30-45 minutes to read. It has great quotes and learning tools.
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!!!
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'.
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.