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 is a handbookof how to succeed in the world - a pocket bible for the talentedand timid to help make the unthinkable and the impossible possible.Advertising guru Paul Arden offers up his wisdom on issues as diverseas problem solving, responding to a brief, communicating, playing yourcards right, making mistakes and creativity, all endeavours that canbe applied to aspects of modern life. This book provides an insightinto the world of advertising and is a quirky compilation of quotes,facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sizedspreads.--------------------------------------------------Author Biography: Advertising guru Paul Arden is a creative geniuswhose extraordinary drive and energy is allied to a kind of commonsense that just isn't, well, common. Paul Arden began his career inadvertising at the age of 16. Formerly Creative Director at Saatchiand Saatchi, he is responsible for some of Britain's best known campaignsincluding British Airways, Silk Cut, Anchor Butter, InterCity and Fujiand famous slogans which include 'The Car in front is a Toyota' and'The Independent - It Is - Are You?'. In 1993 he set up the London-basedproduction company Arden Sutherland-Dodd where he is now a commercialsdirector for clients such as BT, BMW, Ford, Nestle and Levis. Author'sResidence: London