TY  - GEN
AU  - Arden, Paul
TI  - It's not how good you are it's how good you want
SN  - 9780714833377
U1  - 745.4 
PY  - 2022///
CY  - New York
PB  - Phaidon Press
N1  - Contents 
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
ER  -