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It's Not How Good You Are, It's How Good You Want to Be: Arden, Paul: BOOKS KINOKUNIYA
Book Details
It's Not How Good You Are, It's How Good You Want to Be
It's Not How Good You Are, It's How Good You Want to Be
Publisher : Phaidon Inc Ltd
Published Date : 2003/06
Binding : Paperback
ISBN : 9780714843377

BookWeb Price : AED 39.00

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Language : English
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Book Description
Source: ENG
Place of Publication: Great Britain
Fast Facts - June 2003 #4
Shelf Worthy - Adult - Summer 2011
Table of Contents
Why do we strive for excellence when mediocrity    10 (2)
is required?
So how good do you want to be?                     12 (5)
You can achieve the unachievable                   17 (1)
`I want to be as famous as Persil Automatic.'      18 (2)
Have you noticed how the cleverest people at       20 (4)
school are not those who make it in life?
    The Fundamentals
      Energy                                       24 (2)
      Do not seek praise. Seek criticism           26 (2)
      It's all my fault                            28 (2)
      Do not covet your ideas                      30 (2)
      Don't look for the next opportunity. The     32 (2)
      one you have in hand is the opportunity
      Accentuate the positive                      34 (1)
      Eliminate the negative                       35 (1)
      Do not put your cleverness in front of       36 (2)
      the communication
      Don't promise what you can't deliver         38 (2)
      Know your client's aims                      40 (2)
      What do you do when your client won't buy?   42 (2)
      Don't take no for an answer                  44 (2)
      When it can't be done, do it. If you         46 (4)
      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     50 (2)
      unlikely to make anything
      `Fail, fail again. Fail better.'             52 (2)
      It's wrong to be right                       54 (2)
      It's right to be wrong                       56 (2)
      Don't be afraid of silly ideas               58 (6)
    Give Yourself Some Spin
      Play your cards right                        64 (2)
      It's not what you know                       66 (1)
      It's who you know                            67 (1)
      Don't give a speech. Put on a show           68 (2)
      Getting fired can be a positive career       70 (4)
    And Now for a Commercial Break
      Doing a layout means having an idea          74 (4)
      Compose your ad from the weakest point       78 (2)
      Rough layouts sell the idea better than      80 (2)
      polished ones
      If you get stuck, draw with a different      82 (2)
      Suppliers are only as good as you are        84 (2)
      Don't be afraid to work with the best        86 (2)
      Get out of advertising                       88 (2)
      Do not try to win awards                     90 (4)
    You Don't Have to Be Creative to be Creative
      How you can make your company great          94 (4)
      How a senior manager can make a big          98 (1)
      How a junior account handler can make a      99 (2)
      big difference
      How a media buyer can make a big             101(3)
    New Business
      What is meant by the word `creative'?        104(2)
      How to improve your strike rate              106(8)
      My finest hour                               114(4)
      Notes from the pulpit                        118(2)
      Life's creative circle                       120(2)
      Wit and wisdom                               122

"It's Not How Good You Are, It's How Good You Want to Be" is a handbook of how to succeed in the world - a pocket "bible" for the talented and timid to help make the unthinkable and the impossible possible. The 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.
This book provides an insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads.

The fundamentals; if you can't solve a problem it's because you are playing by the rules; give yourself some spin; and now for a commercial break; you don't have to be creative to be creative; new business; final thoughts; credits and acknowledgements.
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