It's not how good you are, it's how good you want to be (Book, 2003) []
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It's not how good you are, it's how good you want to be

It's not how good you are, it's how good you want to be

Author: Paul Arden
Publisher: London ; New York : Phaidon, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
"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  Read more...
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Genre/Form: Nonfiction
Document Type: Book
All Authors / Contributors: Paul Arden
ISBN: 0714843377 9780714843377
OCLC Number: 51841543
Notes: Cover title.
Description: 128 pages : illustrations (some color) ; 18 cm
Contents: 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.
Responsibility: by Paul Arden.


A handbook of how to succeed in life by an advertising guru.  Read more...


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Publisher Synopsis

"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 Read more...

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