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| It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book | 
 enlarge | Author: Paul Arden
Publisher: Phaidon Press
Category: Book
List Price: $8.95
Buy New: $0.31
You Save: $8.64 (97%)
Buy New/Used/Collectible from $0.31
Avg. Customer Rating:  (47 reviews)
Sales Rank: 25639
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 128
Shipping Weight (lbs): 0.4
Dimensions (in): 7 x 4.6 x 0.6
ISBN: 0714843377
Dewey Decimal Number: 158.1
EAN: 9780714843377
ASIN: 0714843377
Publication Date: June 1, 2003
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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.
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| Customer Reviews: Read 42 more reviews...
 It is what it is..... June 13, 2008
0 out of 1 found this review helpful
To all of those readers who are incredibly unsatisfied with this book: LIGHTEN UP!!!! This book is what it is and to hold such high expectations to the point of letting it ruin your day is absolutely missing the point of the author's message. Paul Arden is simply providing his insight in small passages and if that approach works for the reader all is well but if it does not: "stop, drop and roll"! Simply put this is a great and easy read that accomplishes it's goal: to make us think!
 Don't waste your money, or your time. May 6, 2008
1 out of 1 found this review helpful
I was very disappointed in this book after reading the multiple reviews of it on Amazon.
Arden advocates that "it's wrong to be right" and "it's right to be wrong", arguing that being right contradicts creativity since you're "not open to new ideas." I heartily disagree with his stance here because people that are searching for the "right" answer MUST be open to considering multiple points of view and opportunities in order to find the right answer; therefore the very idea that a person has come to a right conclusion presupposes that they are (or at least have been) open to new ideas.
When he talks about being wrong, he presents it as if it were a worthy goal to achieve. This section starts out with "Start being wrong and suddenly anything is possible". Pretty erroneous in my opinion, but then again he would probably consider that to be a compliment.
I am sure you could get some benefit out of this book if you tried hard enough, but it would take some concentrated effort as the whole 126 pages contains similar low-content nonsense (like, "You don't have to be creative to be creative"). I wouldn't recommend spending actual money on this book, let alone taking the minimal amount of time required to read it.
Cheap and Inspirational April 27, 2008
The author starts off with the following:
"Firstly you need to aim beyond what you are capable of.
You must develope a complete disregard for where your abilities end...
Nothing is impossible."
The author provides some tips for sales and advertising profession. But most of the tips are of vague and general sort (Don't be Afraid to Work with the Best, Accentuate the Positive, If you can't solve a problem you are playing by the rules, Getting Fired Can be a Positive Career Move).
This book, which contains at least one picture (or a drawing) per each page, allows one to think out of the box. I have found the visual approach to inspiration to be quite refreshing.
Yes, the book is short. It probably contains less than 3000 words. But, somehow, I came away more satified and motiviated by its message than its wordier counterparts.
 One star or five stars, depends March 31, 2008
As a pro trader who read a lot of books on creativity, self improvement and contrarian thinking/trading, I found the author's ideas familiar, but not his interesting presentation through extensive and interesting use of graphs, pictures and page designs. I dare not recommend it to any serious self help book reader or creative professional. Nevertheless, it's a good choice for a 30 minute leisure reading.
p.s. Below please find some of my favorite passages for your reference.
Do not seek praise. Seek criticism. If, instead of seeking approval, you ask, "What's wrong with it? How can I make it better?", you are more likely to get a truthful, critical answer. pg 26
If you cant solve a problem, it's because you're playing by the rules. pg 49
There is nothing that is more certain sign of insanity than to do the same thing over and over and expect the results to be different. Einstein pg 51
Fail. Fail again. Fail better. - Samuel Beckett pg 53
It is very difficult for him to imagine anything else if what you show him has such detail. Show the client a scribble. Explain it to him, talk him through, let him use his imagination. Get him involved. pg 81
Different strokes for different folks. pg 82
All these lines (slogans) won the business because all of them made the chairman and staff proud to represent the company they worked for. pg 107
The first thing to decide before you walk into any negotiation is what to do if the other fellow says no. Ernest Bevin
Those who lack courage will always find a philosophy to justify it. Albert Camus
Some people take no mental exercise apart from jumping to conclusions. Harold Acton
What the mind can conceive, the mind can achieve. Clement Stone
We dont see things as they are. We see them as we are. Anais Nin
Going to church doesnt make you a christian anymore than going to a garage makes you a mechanic. Laurence J Peter pg 122-3
 What a cheat. January 28, 2008
2 out of 3 found this review helpful
Typographically interesting, but corny graphics. Just when I started to think "oh, this is interesting, what gem will he have to say on this?" he pulled the rug out and moved on to a completely different thought on the next page. I am not happy this man got my money, but commend him on the cover advertising that tricked me into thinking this was worth reading.
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