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It's Not How Good You Are, It's How Good You Want to Be The World's Best Selling Book

ISBN-10: 0714843377
ISBN-13: 9780714843377
Edition: 2003 (Revised)
Authors: Paul Arden
List price: $12.95 Buy it from $1.34
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Description: This is a pocket bible for the talented and timid to help make the unthinkable thinkable and the impossible possible. Top advertising guru Paul Arden offers his wisdom on issues as diverse as problem solving, responding to a brief, communicating,  More...

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Book details

List price: $12.95
Copyright year: 2003
Publisher: Phaidon Press Limited
Publication date: 6/1/2003
Binding: Paperback
Pages: 128
Size: 4.75" wide x 7.00" long x 0.50" tall
Weight: 0.462
Language: English

This is a pocket bible for the talented and timid to help make the unthinkable thinkable and the impossible possible. Top advertising guru Paul Arden offers his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, and making mistakes.

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 ad 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
Notes from the pulpit
Life's creative circle
Wit and wisdom

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