It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book Paperback – Jun 1 2003
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"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
"Saatchi & Saatchi creative legend‐turned‐director Paul Arden has committed his considerable wit 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." – Shots
"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
"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
". . .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
"...Deliciously rich paperback..." – Chicago Sun‐Times
"British adman Paul Arden’s semi‐parodic study in self‐help is as funny as it is provocative..." – Radar
"Who is this guy Arden anyway? Please forgive my enthusiasm this month for quoting Paul Arden extensively, but his wisdom has recently inspired me. Arden was the creative director of Saatchi & Saatchi from 1977–1992, and his tiny new book out in May, It’s Not How Good You Are, It’s How Good You Want to Be (Phaidon , $7.95), packs a big punch. This magnificent little manifesto is for true creative types to read, savor and carry in their pocket. It should remind us all that nothing is impossible." – PAPER magazine"
About the Author
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)."
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Top Customer Reviews
My firm sent this out to all senior management - it's on a par with that other tome - "Who moved my cheese".
It's simple pop-psychology for the masses - keep clear... if it were free and printed on toilet paper you might want to consider using it - if you know what I mean.
If you do - you'll find plenty of common sense gems in this book (like "If you get stuck, draw with a different pen"). One can say: "If they are common sense, why do I need this book - I have enough of common sense myself?". Sure you do. That is why you are where you are, right? :-) Pick up this book to remind yourself about what you know and get inspired about what is possible.
Some people complained that the title is very self-promotional. It is. And that is the point of the book and the title: "It's Not How Good You Are, " (let's say it refers to the reality of sales of the book) "It Is How Good You Want To Be: The World's Best Selling Book by Paul Arden" (it wants to be very good - it wants to be the world's best-selling book).
Who knows - it might just as well become one...
This book is full of clever aphorisms about how to inspire creative actions and achieve goals, which is what every business is trying to persuade its people to do. Whether Paul Arden's advice is actually right or not, I've no idea (I think his heart's in the right place, but I don't think I've learned anything I didn't already know). But he does present his ideas well with compelling and unexpected turns of phrase, which I crib all the time now.
And the pictures are good too and a useful reminder that adding art to presentations around the office will make them more memorable.
He doesnt say its THE best selling book, just the Best selling book BY PAUL ARDEN.
In itself that is a stroke of marketing genius. And the rest of the book follows suit.
Yes its small and a fast read. But I find I keep coming back to it again and again for inspiration. Even if its just to look at the photo of Posh Spices G string.
Most recent customer reviews
Pure inspiration that applies to everyone. Arden isn't exaggerating in his subhead. A personal favourite that I gift very often.Published 10 months ago by Bernby
Pick it up and read it in one sitting. A fun, interesting read. Easy to put down and pick back up again and again. Keep it handy.Published 21 months ago by Christopher
I was somewhat skeptical when this book showed up. It's small, short, and large printed - not what I was expecting. Read morePublished on Dec 10 2013 by Zach Anderson
I am only half way through, but the first half is well worth the money. Just the inspiration I needed to set me back on track. Read morePublished on July 12 2013 by Ash
The book itself is an example of Paul Arden's ability to market a product.
It's Not How Good You Are, It's How Good You Want To Be by Paul Arden is full of anecdotes and... Read more
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