It's Not How Good You Are, It's How Good You Want to Be

A handbook of how to succeed in life by an advertising guru.

Reviews

'Talented but timid? This noted ad-man is here to tell you that ambition, not just mere ability, is the key to success in his world ... Arden is punchy and memorable about failing better next time.' – i-D
'Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable wit and creative thinking to paper in a handy-sized book on how to succeed. Not just in advertising but in business generally. Far from being one of those excruciating self-help guides favored by buttoned-down businessmen, It's Not How Good You Are, It's How Good You Want To Be is a startlingly refreshing, unputdownable collection of thought-provoking pearls of wisdom.' – Shots
'Chapters such as It's Right to be Wrong, Have you Noticed How the Cleverest People at School Are Not Those Who Make It In Life? and Do Not Seek Praise, Seek Criticism are accompanied by an entertaining collection of photos and illustrations. Get it and you'll never think the same way again.' – Shots
'The former creative director of Saatchi & Saatchi teaches readers how to smash down life's impossible barriers using a fresh combination of wit, smart thinking, and horrific mistakes Outrageously genius.' – Good Book Guide
'... A wonderful book by one of the most brilliant men I have ever met... I met him when he worked as creative director at Saatchi & Saatchi and he was simply inspirational – as is this practical, unpretentious little book.' – Amanda Platell
'... Deliciously rich paperback ...' – Chicago Sun-Time
'British adman Paul Arden's semi-parodic study in self-help is as funny as it is provocative.' – Radar
'Who is this guy Arden anyway? Please forgive my enthusiasm this month for quoting Paul Arden extensively, but his wisdom has recently inspired me. Arden was the creative director of Saatchi & Saatchi from 1977-1992, and his tiny new book out in May, It's Not How Good You Are, It's How Good You Want to Be , packs a big punch. This magnificent little manifesto is for true creative types to read, savor and carry in their pocket. It should remind us all that nothing is impossible.' – PAPER Magazine
'I read this book regularly. It's like my little holy book that I skim through every now and then. It's about advertising and the workplace, but I find a lot of the content can be applied to just about anything.' – Mozhdah Jamalzadah
'Essential reading for those who wish to live a more daring and creative life.' – Chichester Observer