{"product_id":"its-not-how-good-you-are-its-how-good-you-want-to-be-9780714843377","title":"It's Not How Good You Are, It's How Good You Want to Be","description":"\u003cp\u003e\u003ci\u003eIt's Not How Good You Are, It's How Good You Want to Be\u003c\/i\u003e is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible.\u003c\/p\u003e\u003cp\u003eThe world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity - all endeavours that can be applied to aspects of modern life.\u003c\/p\u003e\u003cp\u003eThis uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom - all packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this book is a must.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003ePaul Arden (1940-2008) spent a stormy 18 years in advertising and then found his \u003ci\u003eAlma Mater\u003c\/i\u003e in Saatchi \u0026amp; Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director he was responsible for some of 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 Arden set up the film production company Arden Sutherland-Dodd and began a successful second career as a writer with a weekly column in \u003ci\u003eThe Independent \u003c\/i\u003eand several publications including \u003ci\u003eWhatever You Think, Think The Opposite \u003c\/i\u003e(2006) and \u003ci\u003eGod Explained In A Taxi Ride\u003c\/i\u003e (2007).\u003cbr\u003e","brand":"Phaidon Press","offers":[{"title":"Default Title","offer_id":50617565741330,"sku":"9780714843377","price":10.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_d0011166-b841-4044-90ab-bd800c5d8673.jpg?v=1732522116","url":"https:\/\/surprise-castle.myshopify.com\/products\/its-not-how-good-you-are-its-how-good-you-want-to-be-9780714843377","provider":"Surprise Castle","version":"1.0","type":"link"}