It's not how good you are, it's how good you want to be: the world's best-selling book by Paul Arden
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berlin
Phaidon Verlag GmbH
2010
|
| Edition: | repr. |
| Subjects: | |
| Online Access: | Klappentext Inhaltsverzeichnis |
| Physical Description: | 127 S. zahlr. Ill. |
| ISBN: | 9780714843377 0714843377 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Paul Arden
(1940-2008)
is frequently
described as a creative genius, albeit a
wayward one. After a stormy eighteen
years in advertising he found his Alma
Mater in Saatchi
&
Saatchi in
1977,
where he worked for fifteen years.
During his tenure as Executive Creative
Director,
Arden
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,
he set up
Arden
Sutherland-Dodd, a
film production company, in London.
Sixty years or so ago, for a bit of fun,
God created a prototype man with a
mind straight out of Edward Lear.
Concerned by what he may have
produced, however, he promptly
destroyed the mould and threw it
away. The result of his labours was
Paul
Arden.
Brilliant, bad, charming,
irascible and totally off the wall. An
original with extraordinary drive and
energy, blessed with a creative genius
allied to a kind of common sense that
just isn t, well, common.
Roger Kennedy, Saatchi
&
Saatchi
It s Not How Good You Are... is a
concise guide to making the most of
yourself
-
a pocket bible for the
talented and timid to make the un¬
thinkable thinkable and the impossible
possible.
After decades at the top of one of the
world s most competitive industries,
Paul
Arden
offers insights into such
diverse subjects as the value of being
fired and why it s often better to be
wrong than to be right.
He gives original and logical answers to
everyday questions. Much of it appears
obvious when you read it, but aren t
all questions easy when you know
the answers?
Whether you are a school-leaver, self-
employed or a managing director, this
book is invaluable for everyone who
aspires to succeed.
CONTENTS.
Why do we strive for excellence
when mediocrity is required?
............ 10
So how good do you want to be?
.......12
You can achieve the unachievable.
..... 17
I want to be as famous as
Persil
Automatic.
.........................18
Have you noticed how the
cleverest people at school are not
those who make it in life?
................20
THE FUNDAMENTALS.
Energy,
......................................24
Do not seek praise. Seek criticism
.......26
It s
al
my fault
.............................28
Do not covet your ideas
..................30
Don t look for the next opportunity.
The one you have in hand is the
opportunity.
................................32
Accentuate the positive
..................34
Eliminate the negative
....................35
Do not put your cleverness in front
of the communication
.....................36
Don t promise what you
can t deliver.
................................38
Know your client s aims
..................40
What do you do when your
client won t buy?
..........................42
Don t take no for an answer.
.............44
When it can t be done, do it.
If you don t do it, it doesn t exist
........46
IF YOU CAN T SOLVE A PROBLEM, IT S BECAUSE
YOU RE PLAYINB BY THE RULES.
The person who doesn t make mistakes,
is unlikely to make anything.
............50
Pail, fail again. Fail better.
..............52
It s wrong to be right
......................54
It s right to be wrong
......................56
Don t be afraid of silly ideas
..............58
GIVE YOURSELF SOME SPIN.
Play your cards right
......................64
It s not what you know.
...................66
It s who you know.
.........................67
Don t give a speech. Put on a show.
.... 68
Getting fired can be a positive
career move
.................................70
AMD MOW FOR A COMMERCIAL BREAK.
Doing a layout means
having an idea
..............................74
Compose your ad from the
weakest point
..............................78
Rough layouts sell the idea better
than polished ones
........................80
If you get stuck, draw with
a different pen
..............................82
Suppliers are only as good
as you are
...................................84
Don t be afraid to work
with the best
......................,........86
Get out of advertising.
....................88
Do not try to win awards
.................90
YOU DON T HAVE TO BE CREATIVE TO BE CREATIVE.
How you can make your
company great
.............................94
How a senior manager can
make a big difference
.....................98
How a junior account handler
can make a big difference
................99
How a media buyer can make a
big difference
.............................101
NEW BUSINESS.
What is meant by the word
creative ?
.................................104
How to improve your strike rate
.......106
FINAL THOUGHTS.
My finest hour.
............................ 114
Notes from the pulpit.
...................118
Life s creative circle
...................... 120
Wit and wisdom.
.......................... 122
|
| any_adam_object | 1 |
| author | Arden, Paul |
| author_facet | Arden, Paul |
| author_role | aut |
| author_sort | Arden, Paul |
| author_variant | p a pa |
| building | Verbundindex |
| bvnumber | BV037306970 |
| classification_rvk | EC 5000 |
| ctrlnum | (OCoLC)729940304 (DE-599)BVBBV037306970 |
| discipline | Literaturwissenschaft |
| edition | repr. |
| format | Book |
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| indexdate | 2024-07-09T23:21:43Z |
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| isbn | 9780714843377 0714843377 |
| language | English |
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| physical | 127 S. zahlr. Ill. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
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| publisher | Phaidon Verlag GmbH |
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| spelling | Arden, Paul Verfasser aut It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden Paul Arden repr. Berlin Phaidon Verlag GmbH 2010 127 S. zahlr. Ill. txt rdacontent n rdamedia nc rdacarrier Erfolg (DE-588)4015224-8 gnd rswk-swf Lebensführung (DE-588)4034864-7 gnd rswk-swf Motivationspsychologie (DE-588)4075001-2 gnd rswk-swf Motivationstraining (DE-588)4170588-9 gnd rswk-swf 1\p (DE-588)4048476-2 Ratgeber gnd-content Motivationstraining (DE-588)4170588-9 s DE-604 Motivationspsychologie (DE-588)4075001-2 s Erfolg (DE-588)4015224-8 s Lebensführung (DE-588)4034864-7 s 2\p DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022461505&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Klappentext Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022461505&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Arden, Paul It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden Erfolg (DE-588)4015224-8 gnd Lebensführung (DE-588)4034864-7 gnd Motivationspsychologie (DE-588)4075001-2 gnd Motivationstraining (DE-588)4170588-9 gnd |
| subject_GND | (DE-588)4015224-8 (DE-588)4034864-7 (DE-588)4075001-2 (DE-588)4170588-9 (DE-588)4048476-2 |
| title | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden |
| title_auth | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden |
| title_exact_search | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden |
| title_full | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden Paul Arden |
| title_fullStr | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden Paul Arden |
| title_full_unstemmed | It's not how good you are, it's how good you want to be the world's best-selling book by Paul Arden Paul Arden |
| title_short | It's not how good you are, it's how good you want to be |
| title_sort | it s not how good you are it s how good you want to be the world s best selling book by paul arden |
| title_sub | the world's best-selling book by Paul Arden |
| topic | Erfolg (DE-588)4015224-8 gnd Lebensführung (DE-588)4034864-7 gnd Motivationspsychologie (DE-588)4075001-2 gnd Motivationstraining (DE-588)4170588-9 gnd |
| topic_facet | Erfolg Lebensführung Motivationspsychologie Motivationstraining Ratgeber |
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