It's Not How Good You Are. It's How Good You Want To Be is a manual on how to succeed in the world, aimed at all audiences, so that everyone does the unthinkable and the impossible, so that it becomes possible. Paul Arden is one of the masters of advertising and creativity, and offers his wisdom on issues as diverse as problem solving, responding to an assignment, communication, playing cards, mistakes and creativity, all notions that can be applied to aspects of modern life. This book offers a unique insight into the world of advertising and is a quirky compilation of quotes, facts, images, wit and wisdom, in easy-to-digest booklets.
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. Among his famous slogans are The Car in front is a Toyota and The Independent - It is - Are You?. In 1993 he set up London-based production company Arden Sutherland-Dodd, where he is now director of commercials for clients such as BT, BMW, Ford, Nestlé and Levis.