It's not how good you are, it's how good you want to be / by Paul Arden.

By:

Arden, Paul

Material type: Text

TextPublication details: London ; New York : Phaidon, 2003.Description: 128 pages : illustrations (some color) ; 18 cmISBN:

0714843377
9780714843377

Subject(s):

DDC classification:

702.3 ARD

Review: It\'s Not How Good You Are ... is a concise guide to making the most of yourself -- a pocket \'bible\' for the talented and timid to make the unthinkable thinkable and the impossible possible. After decades at the top of one of the world\'s most competitive industries, Paul Arden offers insights into such diverse subjects as the value of being fired and why it\'s often better to be wrong than to be right. He gives original and logical answers to everyday questions. Much of it appears obvious when you read it, but aren\'t all questions easy when you know the answers? Whether you are a school-leaver, self-employed or a managing director, this book is invaluable for everyone who aspires to succeed. Book jacket.--Jacket.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	LSAD Library Main Collection	702.3 ARD (Browse shelf(Opens below))	1	Available		39002100623330

Enhanced descriptions from Syndetics:

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 endeavours 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 easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this book is a must.

It\'s Not How Good You Are ... is a concise guide to making the most of yourself -- a pocket \'bible\' for the talented and timid to make the unthinkable thinkable and the impossible possible. After decades at the top of one of the world\'s most competitive industries, Paul Arden offers insights into such diverse subjects as the value of being fired and why it\'s often better to be wrong than to be right. He gives original and logical answers to everyday questions. Much of it appears obvious when you read it, but aren\'t all questions easy when you know the answers? Whether you are a school-leaver, self-employed or a managing director, this book is invaluable for everyone who aspires to succeed. Book jacket.--Jacket.

Table of contents provided by Syndetics

Why do we strive for excellence when mediocrity is required? (p. 10)
So how good do you want to be? (p. 12)
You can achieve the unachievable (p. 17)
'I want to be as famous as Persil Automatic' (p. 18)
Have you noticed how the cleverest people at school are not those who make it in life? (p. 20)
The Fundamentals
Energy (p. 24)
Do not seek praise. Seek criticism (p. 26)
It's all my fault (p. 28)
Do not covet your ideas (p. 30)
Don't look for the next opportunity. The one you have in hand is the opportunity (p. 32)
Accentuate the positive (p. 34)
Eliminate the negative (p. 35)
Do not put your cleverness in front of the communication (p. 36)
Don't promise what you can't deliver (p. 38)
Know your client's aims (p. 40)
What do you do when your client won't buy? (p. 42)
Don't take no for an answer (p. 44)
When it can't be done, do it. If you don't do it, it doesn't exist (p. 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 (p. 50)
'Fail, fail again. Fail better' (p. 52)
It's wrong to be right (p. 54)
It's right to be wrong (p. 56)
Don't be afraid of silly ideas (p. 58)
Give Yourself Some Spin
Play your cards right (p. 64)
It's not what you know (p. 66)
It's who you know (p. 67)
Don't give a speech. Put on a show (p. 68)
Getting fired can be a positive career move (p. 70)
And Now for a Commercial Break
Doing a layout means having an idea (p. 74)
Compose your ad from the weakest point (p. 78)
Rough layouts sell the idea better than polished ones (p. 80)
If you get stuck, draw with a different pen (p. 82)
Suppliers are only as good as you are (p. 84)
Don't be afraid to work with the best (p. 86)
Get out of advertising (p. 88)
Do not try to win awards (p. 90)
You Don't have to be Creative to be Creative
How you can make your company great (p. 94)
How a senior manager can make a big difference (p. 98)
How a junior account handler can make a big difference (p. 99)
How a media buyer can make a big difference (p. 101)
New Business
What is meant by the word 'creative'? (p. 104)
How to improve your strike rate (p. 106)
Final Thoughts
My finest hour (p. 114)
Notes from the pulpit (p. 118)
Life's creative circle (p. 120)
Wit and wisdom (p. 122)

Author notes provided by Syndetics

Paul Arden (1940-2008) 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 Sutherland-Dodd 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).