IT’S NOT HOW GOOD YOO ARE, IT’S HOW GOOD YOO WANT TO BE

IT’S NOT HOW GOOD YOO ARE, IT’S HOW GOOD YOO WANT TO BE (pdf) The world’s best-selling book by PAUL ARDEN.

Just as Sun Tzu’s Art of War is read as a lesson in business strategy rather than fighting in a military sense, or Machiavelli’s The Prince is written about government but used as a guide to management, so this book uses the creative processes of good advertising as a metaphor for business practice.

Nearly all rich and powerful people are not notably talented, educated, charming or good-looking. They become rich and powerful by wanting to be rich and powerful. Your vision of where or who you want to be is the greatest asset you have. Without having a goal it’s difficult to score.

Contents

IT’S NOT HOW GOOD YOO ARE, IT’S HOW GOOD YOO WANT TO BE (pdf)  book by PAUL ARDEN 

  • 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

Language: English
Format: PDF
Pages: 67
Size:  21.6 Mb
Free download  IT’S NOT HOW GOOD YOO ARE, IT’S HOW GOOD YOO WANT TO BE (pdf)  book by PAUL ARDEN 
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