Whatever You Think, Think the Opposite (Paperback)

by Paul Arden (Author) "UNTIL the Mexico Olympics of 1968 the customary way for a high jumper to cross the bar was with his body parallel to it, in..." (more)

Editorial Reviews

From Publishers Weekly
Referring to his first book, It's Not How Good You Are, It's How Good You Want to Be, Arden describes himself as "author of world's bestselling book," ably demonstrating one nugget of wisdom to be found in his latest: "Great people have great egos; maybe that's what makes them great." Otherwise, the book suggests that Arden is less a great person (or a great author) than a great former creative director at advertising powerhouse Saatchi and Saatchi. In the restrictive, often repetitive genre of management by aphorism, Arden is an original: master of the snappy maxim and eye-catching graphic, Arden advocates unconventional thinking, skipping college, taking risks, being outrageous and failing dramatically. Missing is a page in this book emblazoned "Take my advice with a grain of salt," or "Triumph for an advertising copywriter may be disaster for an accountant." Nevertheless, Mr. Arden's books are a pleasure to peruse. His writing is spare, clever, brisk and pointed. Illustrations are clean and witty. Think you whatever, this book is a natty little addition to the business bookshelf.
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Product Details

• Paperback: 160 pages
• Publisher: Portfolio Trade (March 10, 2006)
• Language: English
• ISBN-10: 1591841216
• ISBN-13: 978-1591841210
• Product Dimensions: 6.9 x 4.7 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 (26 customer reviews)
• Amazon.com Sales Rank: #34,763 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

4.0 out of 5 stars The Zen take, July 29, 2006

By	Michael P. Maslanka (dallas, texas United States) - See all my reviews (TOP 1000 REVIEWER)    (REAL NAME)

Arden's second book, like his first, is a zen take on your life in business. He does not tell you what to think as much as he tells you want he thinks and then challenges you to react, to think, to imagine. Great story on steady eddie v. reckless erica and how playing it safe is the least safe thing to do. Forces you to wonder which you are. His advice is anything but typical. To creative types he says don't worry about the medium you want , focus on the money you'll make---"it's honest." The juxtaposing of ideas with art and photos is well done---I liked the ask for a slap in the face advice(ask others to tell you what you did wrong, not what you did right) with the photo of a woman wincing at the slap to come. Why not 5 stars? If I read him right, it'd be an insult.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Great coffee table book!, January 8, 2007

By	Kashyap Deorah "Righthalf" (Mountain View, CA United States) - See all my reviews (REAL NAME)

This review is from: Whatever You Think, Think the Opposite (Paperback)

This book caught my attention at SF-MOMA. Ever since I bought it, it has grabbed the attention of all friends who visit me. It's a quick read where each page you flip has a certain controversial wisdom. I guess everything about the book screams that Paul Arden is practicing what he is preaching. It is easy to disagree with every conclusion he draws, but that's the very point of the book that conventional wisdom must be questioned.

Paul Arden also fits the profile of successful ad gurus. These personalities would trade off controversy over correctness any day. Just by engaging you in an argument about a certain topic, they have achieved their purpose. That of making you have an opinion about that topic and not be indifferent.

I wouldn't live my life by this book. But certainly flip a page every once in a while to review my life.

Makes it a good coffee table book too. A person who spends 60 seconds would stand to gain something, as would a person who spends 60 minutes.

7 of 8 people found the following review helpful:

5.0 out of 5 stars ONLY the rare have VISION...all the rest have Tele-VISION...Paul Arden's a rare breed!, December 10, 2006

By	Deremiah, *CPE/Customer Passionate Executive ... (Saint Charles, IL USA) - See all my reviews

Dare to Think The Opposite is more than you Think...

This isn't the first Paul Arden book I've read through and examined for review. The good news hopefully is it won't be the last Paul writes.

This book cuts to the gut of considering doing things differently without being apprehensive. And in less time than you could read this whole review backwards you can get through his new book. I think that's also what makes the books written by Arden interesting. Their short on paper but long on ideas. Great for you if you're always complaining about not having enough time to get through a good book.

I think the only way to put mileage on an idle mind is to read books that make you say huh! "I never thought of it like that". This makes a book well worth the reading. Benjamin Franklin said in Poor Richard's Almanack..."Reading makes a full man--Meditation a profound man--Discourse a clear man."

So are you afraid of applying simple rules in the reverse? Do you often just go with the status quo or follow common patterns or guidelines for thinking? If you're not afraid to think in the opposite or if the following title with the words backwards doesn't bother you than you may be well on your way to something worth imagining differently. "WHATEVER YOU THINK Think the Opposite" is worth your time.

The book opens up on page 7 with a Flop...and are you willing to take one and try an idea that goes against reason?

In this day and age how willing are you to be unfashionable? Well get ready to put on your high heeled sneakers as you prepare to take another drastic right turn in a left turn lane which seems to spin out of control on pg 16 & 17 in order to jump-start your thinking about "The Height of Unfashion" and how taking risk to make a decision that's unfashionable often leads you to the next unpredictable road to greatness.

"The Age of Unreason", and "There is no right point of view" both make you think about perspective and how yours could be screwing you up from seeing the things you're missing. Now if you're not into progressive thinking don't try this book. Again I think Paul Ardens on to something and the cost of the book is worth taking a plunge to gain some great increase in your imagination. I got a lot out of the book. In this generation you need VISION not Tele-VISION to make it. As you can see I like the book and you will too!

Your Servant,

Deremiah, *CPE