It’s Not How Good You Are, It’s How Good You Want To Be – by Paul Arden

From the back cover  of the book:
Paul Arden (1940 – 2008) is frequently described as a creative genius, albeit a wayward one. After a stormy eighteen years in advertising he found his Alma Mater in Saatchi & Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director, Arden was responsible for Britain’s most successful advertising campaigns – including British Airways, Silk Cut, Intercity and Fuji – and famous slogans, such as “The car in front is a Toyota” and “The Independent – it is. Are you?”. In 1993, he setup Arden Sutherland-Dodd, a film production company, in London.

Here’s how Roger Kennedy from Saatchi & Saatchi characterizes Paul Arden:
“Sixty years or so ago, for a bit of fun, God created a propotype man with a mind straight out of Edward Lear. Concerned by what he may have produced, however, he promptly destroyed the mould and threw it away. The result of his labours was Paul Arden. Brilliant, bad, charming, irascible and totally off the wall. An original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn’t, well, common.

…is a concise guide to making the most of yourself – a “”pocket” bible for the talented and timid to make the unthinkable thinkable and the impossible possible. After decades at the top of one the world’s most competitive industries, Paul Arden offers insights into such diverse subjects as the value of being fired and why it’s often better to be wrong than to be right.

He gives original and logical answers to everyday questions. Much  of it appears obvious when you read it, but aren’t all questions easy when you know the answers? Whether you are a school-leaver, self-employed or a managing director, this book is invaluable for everyone who aspires to succeed.”

Front Cover:
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.

Paul Arden’s sets the stage right from the very first page of this book with a startling statement: “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.”

The following are bits from the book:

If you can’t solve a problem, it’s because you are playing by the rules.
Being right is based upon the knowledge and experience and is often provable. Knowledge comes from the past, so it’s safe. It is also out of date. It’s the opposite of originality.

The subtitle of the book throws a curve ball but reading the title of the book explains it all – “It’s not how good you are, it’s how good you want to be.” Paul Arden is obviously implying this to be the world’s best selling book.

This book gives lots of “politically incorrect” advice to everyone in the creative field, especially the advertising type, but his thoughts can be applied to almost all walks of life.

The format is easy going and very palatable, making it a breeze to read but for the deep thinkers gives a lot to think about. Many parts of the book gives the reader pause and requires several moments for the idea to sink in, after which you get your “ah-ha!” moment. What is even more refreshing is that there is no fluff, no “once upon the time” little stories, just the bare bones of a straight and blunt creative mind.

These provoking thoughts come from a highly creative mind and it is intended for those seeking to widen their creative horizons. If you don’t belong to this group you might be tempted to put it down. Don’t. Give it a chance and you will discover some unusual advice that will work in very day life instances.

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 Claudiu Geanta is a serial entrepreneur and founder of Design by Satori Inc. & Satori CG Inc.. He helps businesses promote their presence on and off line. He is also an accomplished web designer, book writer and photographer. You can follow him on Twitter.
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