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.

Editorial Reviews

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: 0714843377
• ISBN-13: 978-0714843377
• Product Dimensions: 7 x 4.8 x 0.5 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (77 customer reviews)
• Amazon Best Sellers Rank: #5,572 in Books (See Top 100 in Books)
  • #1 in Books > 4-for-3 Books > Business & Investing > Marketing & Sales > Advertising
  • #1 in Books > 4-for-3 Books > Business & Investing > Marketing & Sales > Sales & Selling > General
  • #1 in Books > 4-for-3 Books > Health, Mind & Body > Self-Help > Creativity

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

60 of 62 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)   

This review is from: It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book (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?

6 of 6 people found the following review helpful:

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

By 

Michelle (Ithaca, NY) - See all my reviews

This review is from: It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book (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.

7 of 8 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 review is from: It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book (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.