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Name: It's Not How Good You Are, It's How Good You Want to Be: The world's best-selling book by Paul Arden: Arden, Paul: 9780714843377: Amazon.com: Books
Price: 9.87 USD
Availability: InStock
Rating: 4.5 (1370 reviews)

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It's Not How Good You Are, It's How Good You Want to Be: The world's best-selling book by Paul Arden Paperback – June 1, 2003

by Paul Arden (Author)

4.5 1,370 ratings

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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.

Print length

128 pages
Language

English
Publisher

Phaidon Press
Publication date

June 1, 2003
Grade level

8 and up
Reading age

13 years and up
Dimensions

4.75 x 0.5 x 7 inches
ISBN-10

0714843377
ISBN-13

978-0714843377
See all details

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From the Publisher

It's Not How Good You Are, It's How Good You Want to Be

Editorial Reviews

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 horrific mistakes Outrageously genius.' – 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 & 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 , 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

'I read this book regularly. It's like my little holy book that I skim through every now and then. It's about advertising and the workplace, but I find a lot of the content can be applied to just about anything.' – Mozhdah Jamalzadah

'Essential reading for those who wish to live a more daring and creative life.' – Chichester Observer

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).

Product details

Publisher ‏ : ‎ Phaidon Press; First Edition (June 1, 2003)
Language ‏ : ‎ English
Paperback ‏ : ‎ 128 pages
ISBN-10 ‏ : ‎ 0714843377
ISBN-13 ‏ : ‎ 978-0714843377
Reading age ‏ : ‎ 13 years and up
Grade level ‏ : ‎ 8 and up
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 4.75 x 0.5 x 7 inches

Best Sellers Rank: #57,757 in Books (See Top 100 in Books)
- #61 in Advertising (Books)
- #184 in Creativity (Books)
- #1,141 in Success Self-Help

Customer Reviews:
4.5 1,370 ratings

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4.5 out of 5

1,370 global ratings

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smf

This is a fun one

Reviewed in the United States on November 8, 2023

Verified Purchase

I'm not in advertising, but I appreciate the ideas in this book. I believe any business owner can benefit from applying these concepts and strategies. This is a short, easy read. It's entertaining and clever. I read it in half a day, and that's while taking a page and a half of notes. I'm happy to add this one to my home library.

Helpful

Amazon Customer

Great book common sense

Reviewed in the United States on February 9, 2024

Verified Purchase

Good point you can use no matter where you are

Helpful

Amma

Perfect Bathroom Read or GIFT Item!

Reviewed in the United States on April 17, 2015

Verified Purchase

LOVE this book! Haha, I bet you thought I would go in another direction, right? If you are like me where your time to sit down and ready is simply limited, this is a powerful book that packs a punch with well selected messages that take only a minute or two each to read. Absorbing them and integrating them is another matter. But they are simple, well written and wisdom you can go back to again and again. I say it's perfect for the bathroom because you can easily read or re-read a section each time you visit the loo and take in the wisdom more and more. It would also be a nice treat for guests to experience. Just provide hand sanitizer and soap. :0)

If you are not planting the book in your guest bath or guest bedroom, it is an awesome addition to any gift or an all occasion gift. Something that can help anyone learn to be better at what they do in business and in life offering great ideas on how to BE.

2 people found this helpful

Helpful

Karen Briscoe

Inspiration and Insights!

Reviewed in the United States on February 26, 2023

Verified Purchase

Inspiration and insights on how to make the most of yourself. Achieve a higher level of success through these original and logical answers to everyday questions. Karen Briscoe, author and podcast host 5 Minute Success

Helpful

The Island Reader

Solid book to begin the New Year.

Reviewed in the United States on January 16, 2016

Verified Purchase

I made a promise to myself at the beginning of the year that I would double the amount of non-fiction that I read. Not just any non-fiction, I’m only interested in those books that truly have valuable information that will help me become better.

I started by reading It’s Not How Good You Are, It’s How Good You Want To Be by Paul Arden. While this book is centered around the advertising field, the lessons in here are honestly great for anyone that simply wants to get ahead in their career and life in general.

It’s a very quick read and can easily fit into your pocket or purse that you can pull out to read on the commute to work (if you’re not driving of course) or during any downtime you may have.

7 people found this helpful

Helpful

Rob Kirk

Love it, love it, Love it

Reviewed in the United States on December 7, 2019

Verified Purchase

Sometimes you need to read a book that is short, sweet, and although it may seem simple... there is so much hidden meaning. This book is so cool and came to be at the right time in life. Yes, it's not long and it's got a lot of white space in the pages BUT a book should be about how it changes you, not how stressful it is on your eyes. Get this jewel and treasure it.

7 people found this helpful

Helpful

M. TODAI

I am glad I did not pay full price for this book based on reviews seen earlier

Reviewed in the United States on November 28, 2009

Verified Purchase

I could have done without reading this book. Everyone is different and have different experiences. You can't grow unless you feel like you have lot more to do or accomplish that is worthwhile compared to where you are. This book does not help you to fill in the gap. Again this is not a criticism. It is an observation. I usually value a book when I get one piece of nformation that is useful that I can implement in my life. There are several excellent resources that may be worth your time if you are serious about accomplishing your goals in life. I will mention just two of them here by the same author. These are no his orginal ideas at the same time he is able to package it in a way that is helpful to me. Steve Scott has mentoring program for Super Achievers and second educational material is the Richest man ever lived. I am impressed by the material content, specificity of action plan and the program. I am able to learn and follow the steps recommended.

Reviewed in the United States on February 3, 2013

Verified Purchase

This is a clear, concise book on how to make the most of your life.

It's the book I'd like the entire population to not just read, but really absorb into their minds. It's a real-world primer on working hard, taking intelligent risks, and building vision.

If you're already an expert on that, skip it. It recognizes that time is the last luxury, so it doesn't go into deep philosophies or life strategies. I like having it around as a handy reminder, but I also like motivational quote magnets on my fridge. That being said, there are a lot of books that will provide more detail and guidance on any one particular topic, but this one covers the foundations.

Helpful