Designed by Roger Kenendy. Published by Phaidon Press Limited, 2003.
Designed by Roger Kenendy. Published by Phaidon Press Limited, 2003.

It’s Not How Good You Are, It’s How Good You Want To Be.
Written by Paul Arden

Posted by Daniel Lignini,

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, first-hand information 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.

I would say this book is a must, not only if you want to succeed in business but also in life.

image descriptionimage descriptionimage description
This is my copy of the book :)


“Just as Sun Tzu’s Art of War is read as a lesson in business strategy rather than fighting in a military sense, or Machiavelli’s The Prince is written about government but used as a guide to management, so this book uses of good advertising as a metaphor for business practice.

It’s Not How Good You Are, It’s How Good You Want to Be. Written by Paul Arden and published by Phaidon Press.


About the Author:
Paul Arden (7 April 1940 – 2 April 2008) was an influential author of several books on advertising and motivation including “Whatever You Think, Think The Opposite” and “It’s Not How Good You Are, It’s How Good You Want To Be” and a former creative director for Saatchi and Saatchi at the height of their advertising might.

He began his career in advertising at the age of 16. In 1987 Arden was appointed Executive Creative Director at Saatchi and Saatchi. He has spent 14 years with the agency, handling accounts of British Airways, Anchor Butter, Toyota, Ryvita, Nivea, Trust House Forte, Silk Cut, InterCity, Alexon Group and Fuji among others. His British Airways campaigns continue to be remembered as one of the greatest advertising campaigns of all time, changing the fortunes of the airline. 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.


1989 British Airways Commercial.


His British Airways campaigns continue to be remembered as one of the greatest advertising campaigns of all time, changing the fortunes of the airline.

“Arden was the ringmaster behind the whole creative circus that saw British Airways become ‘The World’s Favourite Airline’, The Independent become the new intelligentsia’s favourite newspaper, Margaret Thatcher the nation’s favourite leader and Silk Cut their favourite fag.” Dave Trott, The Independent.

“Tempestuous advertising director who thought up memorable campaigns for Silk Cut, BA and The Independent” Times Online.

Arden chose to leave Saatchi & Saatchi in 1992 but remained a key consultant for the agency until 1995.

It’s Not How Good You Are, It’s How Good You Want to Be – Paul Arden

Source:
Paul Arden [dot] com, Amazon UK and Wikipedia

Comments are closed.