It's not how good you are, it's how good you want to be / by Paul Arden.

By:

Arden, Paul, 1940-

Material type: Text

TextLanguage: Spanish Publication details: London ; New York : Phaidon, 2003.Description: 128 p. : ill. (some col.) ; 18 cmISBN:

9780714843377

Subject(s):

DDC classification:

158.1 22

LOC classification:

BF 637 A676n 2003

Contents:

Why do we strive for excellence when mediocrity is required? -- So how good do you want to be? -- You can achieve the unachievable -- 'I want to be as famous as Persil Automatic' -- Have you noticed how the cleverest people at school are not those who make it in life? -- The fundamentals -- Energy -- Do not seek praise, seek criticism -- It's all my fault -- Do not covet your ideas -- Don't look for the next opportunity. The one you have in hand is the opportunity -- Accentuate the positive -- Eliminate the negative -- Do not put your cleverness in front of the communication -- Don't promise what you can't deliver -- Know your client's aims -- What do you do when your client won't buy -- Don't take no for an answer -- When it can't be done, do it. If you don't do it, it doesn't exist -- 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 anything -- 'Fail, fail again. Fail better' -- It's wrong to be right -- It's right to be wrong -- Don't be afraid of silly ideas -- Give yourself some spin -- Play your cards right -- It's not what you know -- It's who you know -- Don't give a speech. Put on a show -- Getting fired can be a positive career move -- And now for a commercial break -- Doing a layout means having an idea -- Compose your aid from the weakest point -- Rough layouts sell the idea better than polished ones -- If you get stuck, draw with a different pen -- Suppliers are only as good as you are -- Don't be afraid to work with the best -- Get out of advertising -- Do not try to win awards -- You don't have to be creative to be creative -- How you can make your company great -- How a senior manager can make a big difference -- How a junior account handler can make a big difference -- How a media buyer can make a big difference -- New business -- What is meant by the word 'creative'? -- How to improve your strike rate -- Final thoughts -- My finest hour.

Summary: 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.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Humanidades	Humanidades (4to. Piso)	BF 637 A676n 2003 (Browse shelf(Opens below))	1	Available		00000164768

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Previous	BF 637 A358a 2014 Ask more, get more : how to earn more, save more, and live more...just by asking /	BF 637 A425g 2001 Getting things done : the art of stress - free productivity /	BF 637 A425g 2015 Getting things done : the art of stress-free productivity /	BF 637 A676n 2003 It's not how good you are, it's how good you want to be /	BF 637 A972g 1998 Gestures : the do's and taboos of body language around the world /	BF 637 B118m 2005 El manual del Mesías /	BF 637 B362n 1992 Negotiating rationally /	Next

Cover title.

Why do we strive for excellence when mediocrity is required? --
So how good do you want to be? --
You can achieve the unachievable --
'I want to be as famous as Persil Automatic' --
Have you noticed how the cleverest people at school are not those who make it in life? --
The fundamentals --
Energy --
Do not seek praise, seek criticism --
It's all my fault --
Do not covet your ideas --
Don't look for the next opportunity. The one you have in hand is the opportunity --
Accentuate the positive --
Eliminate the negative --
Do not put your cleverness in front of the communication --
Don't promise what you can't deliver --
Know your client's aims --
What do you do when your client won't buy --
Don't take no for an answer --
When it can't be done, do it. If you don't do it, it doesn't exist --
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 anything --
'Fail, fail again. Fail better' --
It's wrong to be right --
It's right to be wrong --
Don't be afraid of silly ideas --
Give yourself some spin --
Play your cards right --
It's not what you know --
It's who you know --
Don't give a speech. Put on a show --
Getting fired can be a positive career move --
And now for a commercial break --
Doing a layout means having an idea --
Compose your aid from the weakest point --
Rough layouts sell the idea better than polished ones --
If you get stuck, draw with a different pen --
Suppliers are only as good as you are --
Don't be afraid to work with the best --
Get out of advertising --
Do not try to win awards --
You don't have to be creative to be creative --
How you can make your company great --
How a senior manager can make a big difference --
How a junior account handler can make a big difference --
How a media buyer can make a big difference --
New business --
What is meant by the word 'creative'? --
How to improve your strike rate --
Final thoughts --
My finest hour.

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.

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