It's Not How Good You Are, It's How Good You Want to Be By Arden, Paul Publisher : Phaidon Inc Ltd Published Date : 2003/06 Binding : Paperback ISBN : 9780714843377 BookWeb Price : AED 39.00 Availability Status : Our fulfillment centre has the item in stock. Usually dispatches within 3 working days. Language : English

 
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)
      move
    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)
      pen
      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)
      difference
      How a junior account handler can make a      99 (2)
      big difference
      How a media buyer can make a big             101(3)
      difference
    New Business
      What is meant by the word `creative'?        104(2)
      How to improve your strike rate              106(8)
  FINAL THOUGHTS
      My finest hour                               114(4)
      Notes from the pulpit                        118(2)
      Life's creative circle                       120(2)
      Wit and wisdom                               122