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

~ (Author)

Editorial Reviews

Product Description

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.

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; illustrated edition edition (June 1, 2003)
• Language: English
• ISBN-10: 0714843377
• ISBN-13: 978-0714843377
• Product Dimensions: 6.9 x 4.6 x 0.6 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (57 customer reviews)
• Amazon.com Sales Rank: #6,273 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #2 in	Books > Business & Investing > Reference > Case Studies
  #2 in	Books > Business & Investing > Marketing & Sales > Public Relations
  #4 in	Books > Health, Mind & Body > Psychology & Counseling > Industrial Psychology

Customer Reviews

Most Helpful Customer Reviews

36 of 37 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 (Vancouver + San Francisco) - See all my reviews (REAL NAME)

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?

6 of 6 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 (Athens, GA) - See all my reviews (REAL NAME)

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.

5 of 5 people found the following review helpful:

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

By	Fernanda Franco - See all my reviews (REAL NAME)

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.