It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book [Paperback]

Paul Arden (Author)

Book Description

Publication Date: June 1, 2003

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 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 notions that can be applied to aspects of modern life. This book provides a unique 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. If you want to succeed in life or business, this is a must!

Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans 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.

Product Details

• Paperback: 128 pages
• Publisher: Phaidon Press; 1st edition (June 1, 2003)
• Language: English
• ISBN-10: 9780714843377
• ISBN-13: 978-0714843377
• ASIN: 0714843377
• Product Dimensions: 4.7 x 0.5 x 7 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (88 customer reviews)
• Amazon Best Sellers Rank: #5,972 in Books (See Top 100 in Books)
  • #12 in Books > Business & Investing > Marketing & Sales > Advertising
  • #19 in Books > Business & Investing > Marketing & Sales > Sales & Selling
  • #23 in Books > Business & Investing > Accounting

Editorial Reviews

Review

"Talented but timid? this noted ad-man is here to tell you that ambition, not just mere ability, is the key to success in his world. ... Arden is punchy and memorable about 'failing better next time.' " i-D magazine, May UK 'ARDENT ABOUT ARDEN Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable with and creative thinking to paper in a handy-sized book on how to succeed. Not just in advertising but in business generally. Far from being one of those excruciating self-help guides favored by buttoned-down businessmen, It's Not How Good You Are, It's How Good You Want To Be is a startlingly refreshing, unputdownable collection of thought-provoking pearls of wisdom. Chapters such as It's Right to be Wrong, Have you Noticed How the Cleverest People at School Are Not Those Who Make It In Life? and Do Not Seek Praise, Seek Criticism are accompanied by an entertaining collection of photos and illustrations. Get it and you'll never think the same way again.' SHOTS, July 2003 UK "The former creative director of Saatchi & Saatchi teaches readers how to smash down life's impossible barriers using a fresh combination of wit, smart thinking, and horiffic mistakes. Outrageously genius.' The Good Book Guide, June 2004 ' - a wonderful book by one of the most brilliant men I have ever met - I met him when he worked as creative director at Saatchi and Saatchi and he was simply inspirational - as is this practical, unpretentious little book.' Amanda Platell, Daily Mail, 20 January 2005

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

Product Details

• Paperback: 128 pages
• Publisher: Phaidon Press; 1st edition (June 1, 2003)
• Language: English
• ISBN-10: 9780714843377
• ISBN-13: 978-0714843377
• ASIN: 0714843377
• Product Dimensions: 4.7 x 0.5 x 7 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (88 customer reviews)
• Amazon Best Sellers Rank: #5,972 in Books (See Top 100 in Books)
  • #12 in Books > Business & Investing > Marketing & Sales > Advertising
  • #19 in Books > Business & Investing > Marketing & Sales > Sales & Selling
  • #23 in Books > Business & Investing > Accounting

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Most Helpful Customer Reviews

68 of 73 people found the following review helpful

5.0 out of 5 stars Great motivation for anyone doing anything creative August 19, 2005

By richard winchell

Format:Paperback

Before you get confused by the "World's best selling book" tagline, read the title of the book again. "It's not how good you are, it's how good you want to be." Obviously, Arden aspires to have this be the world's best selling book.

All of the advice in this book comes out of Arden's experience in the advertising industry, but it has value for everyone doing work in creative fields. (And as many have said, business as a whole is a creative pursuit.) Even the advice that seems to be advertising-centric has wider relevance, if you open your mind a bit.

There's a lot of very good advice in this book, presented in a very easy to digest format. I come back to this book again and again whenever I need a pep talk, and every time it works. How are being unafraid of failure, having ambition, and being open to new ideas not relevant to your life?

35 of 39 people found the following review helpful

2.0 out of 5 stars It's Not How Bad the Book Is, It's How Good You Thought It Would Be December 27, 2010

By designer.eb

Format:Paperback

The title of this book had me very excited to read its content. I thought for sure I'd find some insightful commentary about building and exuding confidence in yourself and your work. Perhaps there would be some helpful tips on re-shaping your thinking and setting goals and ways to achieve aspirations you weren't entirely sure you could reach. Maybe there'd even be some creative tidbits to appeal to my designer self. I'm sad to say I found very few if any of these things in the book.

I've read some reviews of people complaining that the cover is mis-leading to those not within the advertising industry and I can certainly understand their point. Many of Arden's thoughts are framed from the perspective of an ad exec or creative director. This didn't deter me personally as I have a background in advertising though I've since moved into consulting and user experience design. What did bother me, however, was the old-school mentality of his advice. The advice perpetuates what many now consider to be harmful practices to the industry such as spec work and exaggerating in ways that seem smarmy-leading to consumers' mistrust in the ad industry. I even found some suggestions in this book to be downright offensive. For example, he suggests creating business cards for yourself which twist your title or company in very mis-leading ways. He suggests a "Pump Attendant" create cards for himself that tout "Petroleum Executive" and that a first-year student of architecture print cards which lead the recipient to believe they OWN an architectural firm. I suppose I can see his point if it's that we should not feel hindered by our current title but be willing to explain, with confidence, our true value or future value.... But why can't you talk up your good qualities, willingness to learn, strong work ethic and do it all while being confident AND honest? I'd never want to work with someone that I felt intentionally deceived me about their position or status to get ahead.

And lastly, I don't feel the author went into enough depth on any of the topics in this book. His thoughts are sometimes disjointed and mostly superficial. I'd have rathered he choose one or two points in this book and give more in-depth analysis, personal anecdotes and solid advice based on his experiences. I did decide to give this book two stars because I found three or four morsels of valuable insight and there are some nice quotes in the back. I suppose if that's all you're looking for and you're willing to pay $10 for it, then this book isn't all that bad. But, for my expectations and for my money, it just wasn't enough. Read more ›

20 of 25 people found the following review helpful

3.0 out of 5 stars Lots of inspiring quotes but is it worth the price? March 31, 2004

By Hizon VINE™ VOICE

Format:Paperback

This book is packed with wisdom and insights on how to succeed in any creative based business. It will inspire you and push you to heights you never knew you can reach However, the way it is written/presented makes it one of tthe greatest rip-offs of the year. It is basically a collection of one liners and phrases. Not that what's written are rubbish (it is very helpful) but some are obvious common sense. It is a very quick read, I managed to read the WHOLE book in a bookstore while standing. This where I balk at recommending this book for purchase. Borrow it from someone or wait when for it in the bargain bin or used books section because spending for the cover price is not worth the content.

8 of 9 people found the following review helpful

5.0 out of 5 stars Title says all December 10, 2005

By Michelle

Format:Paperback

I knew I had to buy the book when I looked through it at the store. It's pretty and designed well. It's dimensions are pleasing, and the size perfect for one sitting. Since Arden has experience in the advertising industry, he knows how to keep my attention. And that means it's not some how-to book with lots of text. The book is meant to stimulate you, not cram you full of advice. So, it's not "fluff."

Though my copy was taken from me, I still remember many parts of the book and plan to buy another. This book is indeed for everyone, not just those in advertising. Arden merely uses his own experience in his field to make a universal point.

10 of 12 people found the following review helpful

5.0 out of 5 stars Powerful little book December 7, 2008

By Fernanda Franco VINE™ VOICE

Format:Paperback

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.

10 of 12 people found the following review helpful

5.0 out of 5 stars Highly creative book about becoming more creative July 25, 2007

By Robert Alan Black

Format:Paperback

This is a highly creative book about becoming more creative. It is filled with provoking thoughts and exercises. I recommend this book very much to anyone seeking to expand, enrich, widen their personal creativity. It could easily be a supplementary textbook for many courses in high school and college.