It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book

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 make the unthinkable thinkable 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 notions that can be applied to aspects of modern life. This book provides a unique 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. If you want to succeed in life or business, this is a must!

Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

• Whatever You Think, Think the Opposite
• Damn Good Advice (For People with Talent!): How To Unleash Your Creative Potential by America's Master Communicator, George Lois
• Know Your Onions: Graphic Design
• Failed It!: How to turn mistakes into ideas and other advice for successfully screwing up
• A technique for producing ideas: A simple five step formula for producing ideas
• Don't Get a Job… Make a Job: How to make it as a creative graduate
• God Explained in a Taxi Ride
• Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future
• Maximize Your Potential: Grow Your Expertise, Take Bold Risks & Build an Incredible Career (99U)
• How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World