It's Not How Good You Are, It's How Good You Want to Be is a ha ndbook of how to succeed in the wo r ld - a pocket 'bible' fo r the talented a nd timid to make the unthinkable thinkable a nd the impossible possible. The wo r ld'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 a nd creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the wo r ld of advertising a nd is a quirky compilation of quotes, facts, pictures, wit a nd wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life o r business, this is a must! Paul Arden began his career in advertising at the age of 16. Fo r 14 years he was Executive Creative Directo r at Saatchi a nd Saatchi, wh ere he was responsible fo r some of Britain's best known campaigns including British Airways, Silk Cut, Ancho r Butter, InterCity a nd Fuji. His famous slogans include 'The Car in front is a Toyota' a nd 'The Independent - It is - Are You?'. In 1993 he set up the London-ba sed production company Arden Sutherla nd-Dodd wh ere he is now a commercials directo r fo r clients such as BT, BMW, Fo r d, Nestle a nd Levis.