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

Paul Arden
3.9 out of 5 stars  See all reviews (19 customer reviews)
List Price: CDN$ 11.95
Price: CDN$ 10.76 & FREE Shipping on orders over CDN$ 25. Details
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Book Description

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.

Frequently Bought Together

It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book + Whatever You Think, Think the Opposite + Damn Good Advice (For People with Talent!): How To Unleash Your Creative Potential by America's Master Communicator, George Lois
Price For All Three: CDN$ 34.88

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Review

'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-Time) '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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Customer Reviews

Most helpful customer reviews
4.0 out of 5 stars A pocket sized book of anecdotes Dec 10 2013
Format:Paperback|Verified Purchase
I was somewhat skeptical when this book showed up. It's small, short, and large printed - not what I was expecting.
This book is packed with great words of wisdom intended for aspiring advertisers, however its words are applicable to many situations in life. Happy to have it in my personal library.
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5.0 out of 5 stars worth it. July 12 2013
By Ash
Format:Paperback|Verified Purchase
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. Stoked to own this book so that whenever I'm feeling down about my work, this will change my tune.
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4.0 out of 5 stars Pithy Parables for your Presentations Oct. 25 2012
Format:Paperback|Verified Purchase
If you're like me and have to prepare presentations on topics that fascinate you, but that your audience needs to be convinced about, have this book on your desk.

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.
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4.0 out of 5 stars Oh he's good...really good. May 27 2012
Format:Paperback
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 aphorisms of encouragement. Difficult times, moments of transition, and life-changing decisions are all opportunities for greatness according to Paul Arden. This marketing expert has found a fresh and fancy way of saying: you go girl!
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4.0 out of 5 stars creative fun Jan. 4 2010
Format:Paperback
For the person looking at the fun side of creative ads.. this little book is for you.
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4.0 out of 5 stars It IS th ebest selling book Jan. 15 2009
Format:Paperback
Just want to add a bit to what Keith Appleyard says: You have to read exactly what Paul says when he says, "The Best Selling Book By Paul Arden".
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.
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5.0 out of 5 stars simply hit the mark! June 25 2004
By Yasin
Format:Paperback
5 seconds holding this book is enough to make you realize you need to change. After 5 seconds.. little did you know, you'd probably already somewhere in the middle of the book.
A 'bible' for all goals specially for those who work in marketing and advertising world.
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5.0 out of 5 stars ...yeah June 22 2004
Format:Paperback
So far, this is the only book I've ever read that I've bought more of to give to other people. And I read a lot of books.
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