It's Not How Good You Are. It's How Good You Want To Be

[It's Not How Good You Are. It's How Good You Want To Be]
Year: 
2003
Public: 
Publisher: 
Phaidon
Year of publication: 
2003
Pages: 
128
Moral assessment: 
Type: Thought
Nothing inappropriate.
Requires prior general knowledge of the subject.
Readers with knowledgeable about the subject matter.
Contains doctrinal errors of some importance.
Whilst not being explicitly against the faith, the general approach or its main points are ambiguous or opposed to the Church’s teachings.
Incompatible with Catholic doctrine.
Quality: 
Recomendable: 
Transmits values: 
Sexual content: 
Violent content: 
Vulgar language: 
Ideas that contradict Church teaching: 
The rating of the different categories comes from the opinion of Delibris' collaborators

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.

Author: Felipe Izquierdo, Chile, 2021