It's not how good you are, it's how good you want to be : the World's Best-Selling Book by Paul Arden

Its Not How Good You Are, Its 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 worlds 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 endeavors 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. Why do we strive for excellence when mediocrity is required? So how good do you want to be? You can achieve the unachievable 'I want to be as famous as Persil Automatic' Have you noticed how the cleverest people at school are not those who make it in life? The fundamentals Energy Do not seek praise, seek criticism It's all my fault Do not covet your ideas Don't look for the next opportunity. The one you have in hand is the opportunity Accentuate the positive Eliminate the negative Do not put your cleverness in front of the communication Don't promise what you can't deliver Know your client's aims What do you do when your client won't buy Don't take no for an answer When it can't be done, do it. If you don't do it, it doesn't exist 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 'Fail, fail again. Fail better' It's wrong to be right It's right to be wrong Don't be afraid of silly ideas Give yourself some spin Play your cards right It's not what you know It's who you know Don't give a speech. Put on a show Getting fired can be a positive career move And now for a commercial break Doing a layout means having an idea Compose your aid from the weakest point Rough layouts sell the idea better than polished ones If you get stuck, draw with a different pen Suppliers are only as good as you are Don't be afraid to work with the best Get out of advertising Do not try to win awards You don't have to be creative to be creative How you can make your company great How a senior manager can make a big difference How a junior account handler can make a big difference How a media buyer can make a big difference New business What is meant by the word 'creative'? How to improve your strike rate Final thoughts My finest hour.

Its Not How Good You Are, Its 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 help make the unthinkable and the impossible possible. The worlds 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 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.

"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 Offers advice on how to accomplish personal goals and succeed by utilizing one's full potential, exploring such topics as blame, creativity, success, and intelligence.