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

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  • Format: Paperback
  • Copyright: 2003-06-01
  • Publisher: HACHETTE

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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.

Table of Contents

Why do we strive for excellence when mediocrity is required?p. 10
So how good do you want to be?p. 12
You can achieve the unachievablep. 17
'I want to be as famous as Persil Automatic'p. 18
Have you noticed how the cleverest people at school are not those who make it in life?p. 20
The Fundamentals
Energyp. 24
Do not seek praise. Seek criticismp. 26
It's all my faultp. 28
Do not covet your ideasp. 30
Don't look for the next opportunity. The one you have in hand is the opportunityp. 32
Accentuate the positivep. 34
Eliminate the negativep. 35
Do not put your cleverness in front of the communicationp. 36
Don't promise what you can't deliverp. 38
Know your client's aimsp. 40
What do you do when your client won't buy?p. 42
Don't take no for an answerp. 44
When it can't be done, do it. If you don't do it, it doesn't existp. 46
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 anythingp. 50
'Fail, fail again. Fail better'p. 52
It's wrong to be rightp. 54
It's right to be wrongp. 56
Don't be afraid of silly ideasp. 58
Give Yourself Some Spin
Play your cards rightp. 64
It's not what you knowp. 66
It's who you knowp. 67
Don't give a speech. Put on a showp. 68
Getting fired can be a positive career movep. 70
And Now for a Commercial Break
Doing a layout means having an ideap. 74
Compose your ad from the weakest pointp. 78
Rough layouts sell the idea better than polished onesp. 80
If you get stuck, draw with a different penp. 82
Suppliers are only as good as you arep. 84
Don't be afraid to work with the bestp. 86
Get out of advertisingp. 88
Do not try to win awardsp. 90
You Don't have to be Creative to be Creative
How you can make your company greatp. 94
How a senior manager can make a big differencep. 98
How a junior account handler can make a big differencep. 99
How a media buyer can make a big differencep. 101
New Business
What is meant by the word 'creative'?p. 104
How to improve your strike ratep. 106
Final Thoughts
My finest hourp. 114
Notes from the pulpitp. 118
Life's creative circlep. 120
Wit and wisdomp. 122
Table of Contents provided by Ingram. All Rights Reserved.

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