It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book Paperback Author: Visit Amazon's Paul Arden Page | Language: English | ISBN:
0714843377 | Format: PDF, EPUB
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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 horiffic mistakes. Outrageously genius.' (The 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 and 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 (Phaidon , $7.95), 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)
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).
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- Paperback: 128 pages
- Publisher: Phaidon Press; 1st edition (June 1, 2003)
- Language: English
- ISBN-10: 9780714843377
- ISBN-13: 978-0714843377
- ASIN: 0714843377
- Product Dimensions: 7 x 4.8 x 0.6 inches
- Shipping Weight: 6.4 ounces (View shipping rates and policies)
The title of this book had me very excited to read its content. I thought for sure I'd find some insightful commentary about building and exuding confidence in yourself and your work. Perhaps there would be some helpful tips on re-shaping your thinking and setting goals and ways to achieve aspirations you weren't entirely sure you could reach. Maybe there'd even be some creative tidbits to appeal to my designer self. I'm sad to say I found very few if any of these things in the book.
I've read some reviews of people complaining that the cover is mis-leading to those not within the advertising industry and I can certainly understand their point. Many of Arden's thoughts are framed from the perspective of an ad exec or creative director. This didn't deter me personally as I have a background in advertising though I've since moved into consulting and user experience design. What did bother me, however, was the old-school mentality of his advice. The advice perpetuates what many now consider to be harmful practices to the industry such as spec work and exaggerating in ways that seem smarmy-leading to consumers' mistrust in the ad industry. I even found some suggestions in this book to be downright offensive. For example, he suggests creating business cards for yourself which twist your title or company in very mis-leading ways. He suggests a "Pump Attendant" create cards for himself that tout "Petroleum Executive" and that a first-year student of architecture print cards which lead the recipient to believe they OWN an architectural firm. I suppose I can see his point if it's that we should not feel hindered by our current title but be willing to explain, with confidence, our true value or future value.
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