About the Book:
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 alike
to help make the unthinkable thinkable and the impossible possible.
The Eighties were the adman's decade; Saatchi and Saatchi were the
admen's admen; and Paul Arden was the mercurial creative
spirit who gave the agency its visual character. In this small book
with a big title, he 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 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.
It's Not How Good You Are,
It's How Good You Want to Be
is:
• A concise guide to making the most of yourself by ad-man
Paul Arden
• A pocket bible for the talented and timid to make the
unthinkable thinkable and the impossible possible
• Offers insights into the value of being fired ("It
means the job isn't right for you.") and why it's often better
to be wrong than to be right
• An uplifting and humorous little book that gives original
and logical answers to everyday questions
What people say:
"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
"...a
wonderfully designed manifesto of no-nonsense career advice."
— USA Today
"British
adman Paul Arden's
semi-parodic study in self-help is as funny as it is provocative...."
— Radar
About the Author:
Paul Arden (1940 – 2008)
was a pre-eminent figure in British advertising in the 1970s and
1980s, and an influential author of several books on advertising and
motivation, including It's Not How Good You Are, It's How Good You
Want To Be. Almost completely self-educated (he left school at
16), he was a creative director for Saatchi and Saatchi at the height
of their advertising might. He left in 1992 to found, with his
daughter-in-law, Arden Sutherland-Dodd, a Soho film production
company specializing in commercials, which won a Palme d'Or at Cannes
in 1998.