UEFA Champions League
Buy new:
-8% £9.15
FREE delivery Sunday, 2 March on your first order to UK or Ireland
Dispatches from: Amazon
Sold by: Amazon
£9.15 with 8 percent savings
RRP: £9.95
FREE Returns
FREE delivery Sunday, 2 March on your first order to UK or Ireland. Details
In stock
££9.15 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
££9.15
Subtotal
Initial payment breakdown
Delivery cost, delivery date and order total (including tax) shown at checkout.
Dispatches from
Amazon
Amazon
Dispatches from
Amazon
Sold by
Amazon
Amazon
Sold by
Amazon
Returns
Returnable within 30 days of receipt
Returnable within 30 days of receipt
Item can be returned in its original condition for a full refund within 30 days of receipt
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
£3.03
FREE Returns
FREE delivery Thursday, 27 February on your first order to UK or Ireland. Details
Or fastest delivery Tomorrow, 25 February. Order within 2 hrs 32 mins. Details
Only 1 left in stock.
££9.15 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
££9.15
Subtotal
Initial payment breakdown
Delivery cost, delivery date and order total (including tax) shown at checkout.
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet or computer – no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera - scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

Something went wrong. Please try your request again later.

It's Not How Good You Are, It's How Good You Want To Be: The world's best-selling book by Paul Arden (DESIGN): 0000 Paperback – Illustrated, 30 May 2003

4.4 4.4 out of 5 stars 1,392 ratings

{"desktop_buybox_group_1":[{"displayPrice":"£9.15","priceAmount":9.15,"currencySymbol":"£","integerValue":"9","decimalSeparator":".","fractionalValue":"15","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"Pn2PodLB4yEQ%2B1h9AvtotKwHpLuhYGb0a6d7rpl5Xk%2B%2BU7gYN6XSl2NNrJiVCOGN4jXeadsYXrcn6JBZmiRHyBZNPPurGgLA0fFkmBCmiiq0gZR%2BOO7enK2QmDblP7qV","locale":"en-GB","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"£3.03","priceAmount":3.03,"currencySymbol":"£","integerValue":"3","decimalSeparator":".","fractionalValue":"03","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"Pn2PodLB4yEQ%2B1h9AvtotKwHpLuhYGb0W3wWKotMJRQMrPoWi8amaNhaqI3StbXGcNTsSXPAQ4MP7TaLY8fQCSrLN3dAZwYNB%2BM2MJVRsHiP644343x1zSNj4j3LKsC0p9i55V24SDmtMFkkucTy0w%2FHEGe3W0Nuq9sF%2B9EpGvEPBVGEcyx%2B7A%3D%3D","locale":"en-GB","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

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 alike to help 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 endeavours that can be applied to aspects of modern life.

This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom - all packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this book is a must.

Frequently bought together

This item: It's Not How Good You Are, It's How Good You Want To Be: The world's best-selling book by Paul Arden (DESIGN): 0000
£9.15
In stock
Sent from and sold by Amazon.
+
£9.99
In stock
Sent from and sold by Amazon.
+
Total price: $00
To see our price, add these items to your basket.
Details
Added to Basket
spCSRF_Treatment
Choose items to buy together.

From the Publisher

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

 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

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

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

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

It's Not How Good You Are, It's How Good You Want to Be

Product description

Review

'Talented but timid? This noted ad-man is here to tell you that ambition, not just mere ability, is the key to success in his world ... Arden is punchy and memorable about failing better next time.' – i-D

'Saatchi & Saatchi creative legend-turned-director Paul Arden has committed his considerable wit and creative thinking to paper in a handy-sized book on how to succeed. Not just in advertising but in business generally. Far from being one of those excruciating self-help guides favored by buttoned-down businessmen, It's Not How Good You Are, It's How Good You Want To Be is a startlingly refreshing, unputdownable collection of thought-provoking pearls of wisdom.' –Shots

'Chapters such as It's Right to be Wrong, Have you Noticed How the Cleverest People at School Are Not Those Who Make It In Life? and Do Not Seek Praise, Seek Criticism are accompanied by an entertaining collection of photos and illustrations. Get it and you'll never think the same way again.' – Shots

'The former creative director of Saatchi & Saatchi teaches readers how to smash down life's impossible barriers using a fresh combination of wit, smart thinking, and horrific mistakes Outrageously genius.' – Good Book Guide

'... A wonderful book by one of the most brilliant men I have ever met... I met him when he worked as creative director at Saatchi & Saatchi and he was simply inspirational – as is this practical, unpretentious little book.' – Amanda Platell

'... Deliciously rich paperback ...' – Chicago Sun-Time

'British adman Paul Arden's semi-parodic study in self-help is as funny as it is provocative.' – Radar

'Who is this guy Arden anyway? Please forgive my enthusiasm this month for quoting Paul Arden extensively, but his wisdom has recently inspired me. Arden was the creative director of Saatchi & Saatchi from 1977-1992, and his tiny new book out in May, It's Not How Good You Are, It's How Good You Want to Be , packs a big punch. This magnificent little manifesto is for true creative types to read, savor and carry in their pocket. It should remind us all that nothing is impossible.' – PAPER Magazine

'I read this book regularly. It's like my little holy book that I skim through every now and then. It's about advertising and the workplace, but I find a lot of the content can be applied to just about anything.' – Mozhdah Jamalzadah

'Essential reading for those who wish to live a more daring and creative life.' – Chichester Observer

From the Back Cover

A handbook of how to succeed in life by an advertising guru.

Product details

  • Publisher ‏ : ‎ Phaidon Press; 1st edition (30 May 2003)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 128 pages
  • ISBN-10 ‏ : ‎ 0714843377
  • ISBN-13 ‏ : ‎ 978-0714843377
  • Dimensions ‏ : ‎ 12.07 x 1.27 x 17.78 cm
  • Customer reviews:
    4.4 4.4 out of 5 stars 1,392 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Paul Arden
Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Discover more of the author’s books, see similar authors, read book recommendations and more.

Customer reviews

4.4 out of 5 stars
1,392 global ratings

Review this product

Share your thoughts with other customers

Customers say

Customers find the book's ideas useful and empowering. They describe it as a great, interesting read that is worth buying. Readers appreciate the clear layout, typography, and design of the book.

AI-generated from the text of customer reviews

59 customers mention ‘Inspiration’59 positive0 negative

Customers find the book's ideas useful and inspiring. They appreciate the positive insights and advice for career and business success. The book encourages experimentation and the right to get things wrong. It provides helpful suggestions and a step-by-step guide to solving different problems. Overall, customers describe it as an empowering and motivating read.

"...That’s just how powerful this book is." Read more

"...I have found a few of the ideas in this book very useful and have used the ideas such as 'Do not seek praise seek criticism' are simple but good...." Read more

"...It's cleverly written, gives you ideas for interviews, doing your job and realise you don't have to have straight As or be talented to achieve your..." Read more

"...into 8 sections, including the introduction and covers topics such as having ideas, solving problems, presenting, making a difference, and winning..." Read more

56 customers mention ‘Value for money’56 positive0 negative

Customers find the book offers good value for money. They find it easy to read and enjoyable, but some find it worth spending time really thinking about the ideas. The book provides ideas for interviews and reconsidering the way we work.

"...The book itself is excellent, the layout inside is very different to a normal book and that's why it works for me, it's not page after page of text,..." Read more

"...Worth a look at the price being asked for it." Read more

"...It's cleverly written, gives you ideas for interviews, doing your job and realise you don't have to have straight As or be talented to achieve your..." Read more

"Great little book. Succinct. Entertaining. Well written...." Read more

51 customers mention ‘Readability’44 positive7 negative

Customers find the book easy to read and well-written. They appreciate its concise, witty writing style and straightforward approach. Some sections make sense while others leave room for questioning.

"...Overall, visually, the book is amazing to look at...." Read more

"...to his ideas of what made him successful, and some of the ideas are very good...." Read more

"...It's cleverly written, gives you ideas for interviews, doing your job and realise you don't have to have straight As or be talented to achieve your..." Read more

"...It's an easy read - lots of big text and pictures. I went through it in less than an hour...." Read more

14 customers mention ‘Design’14 positive0 negative

Customers appreciate the book's design. They find the layout clear and creative, with a nice cover design. The typography is also appreciated.

"...The book itself is excellent, the layout inside is very different to a normal book and that's why it works for me, it's not page after page of text,..." Read more

"...version of all of the self help books out there but wrapped in a well designed and inspiring little package...." Read more

"...The front and back page of this book are very appealing to the eye, demonstrating a renowned author and the start of something truly inspiring to..." Read more

"...would expect from a Creative Director this book has been produced in a very creative way. Frankly, I think it is worth buying just for that...." Read more

3 customers mention ‘Advertising content’0 positive3 negative

Customers find the book's content advertising-focused and biased. They say some writings apply to life in general, but most are focused on advertising.

"...Although some of the writings are very much advertising focussed, most apply to life in general and are highly inspirational as well as readable...." Read more

"...However, I didn’t find this book as useful. Most of the contents are very advertising specific...." Read more

"Nothing new in here, read in an hour. Very biased towards advertising, pretty disappointing." Read more

Fantastic
5 out of 5 stars
Fantastic
Brilliant book, so insightful! I think it's great in life for all different types of people in all different types of situations a must read!
Thank you for your feedback
Sorry, there was an error
Sorry, we couldn't load the review

Top reviews from United Kingdom

  • Reviewed in the United Kingdom on 17 September 2024
    I bought it over 10 years ago, when I first started my career. I read it once or twice, then I shoved it onto my bookshelf and never read it again through all these years. Today I wanted to give a farewell gift to two team members who were leaving the team and who I thought had really good potential, and I thought of gifting this book. I picked it up from the bookshelf again and found that all the advice in the book were exactly what I have been believing and practicing through my career and would want to share with my teammates. And that’s why I put purchased two more copies of the same book today - to give to my teammates.

    TL;DR - Read it once, remember it and use it the whole career. That’s just how powerful this book is.
  • Reviewed in the United Kingdom on 11 October 2016
    This book was recommended to me by the legend that is Casey Neistat, I think at least.

    I ordered the book because the title is exactly how I think about success and I'm pleased to say that it arrived earlier than expected. The book is smaller than the average book, it has a really nice sheen cover to it and the layout is very nice. The book itself is excellent, the layout inside is very different to a normal book and that's why it works for me, it's not page after page of text, but rather it;s laid out into short chapters that usually last the length of the two pages you're viewing at the time.

    It has different fonts, different images on each page and some pages are different colours. Overall, visually, the book is amazing to look at.

    I would say that this type of book is designed for the casual on-the-go readers, if you're ordering this book expecting a 600-page dissection of the world's most successful people, you should look at another book.

    I love it.
    3 people found this helpful
    Report
  • Reviewed in the United Kingdom on 23 May 2007
    This book by Paul Arden has been dubbed by many to be a fantastic motivational book that is capable of turning people into super human geniuses. In reality this book takes only an hour or less to read through and unless you really attempt to apply any new ideas will be a waste of your time.

    Much of the book to me was useless and some of it I already knew, however it is still a good book for getting you thinking in another way. Really the author is telling you to throw out everything you think you know and listen to his ideas of what made him successful, and some of the ideas are very good.

    I have found a few of the ideas in this book very useful and have used the ideas such as 'Do not seek praise seek criticism' are simple but good. Many people are unable to open up and be wrong and make mistakes and learn from them, especially people in positions such as management who feel they have to be seen as always correct in front of their staff.

    This book really is an individual thing, It may be of massive help to you or you may completely disagree with the ideas put forward. Either way you have to look at this book as one mans ideas and decide for yourself whether to apply them or take them onboard in your life. Worth a look at the price being asked for it.
    3 people found this helpful
    Report
  • Reviewed in the United Kingdom on 24 July 2016
    I would recommend this book to anyone who is interested in the business world and wants to try and gain a career from it. It's cleverly written, gives you ideas for interviews, doing your job and realise you don't have to have straight As or be talented to achieve your goals and be "successful"
  • Reviewed in the United Kingdom on 10 November 2012
    Paul Arden was a character of the advertising industry. As an executive creative director at Saatchi & Saatchi during its heyday, he was responsible for some iconic British advertising campaigns, including British Airways. Billed as `a pocket bible for the talented and timid to make the unthinkable thinkable and the impossible possible', this book was written for advertisers, designers and marketeers; but in reality the wisdom in the book is applicable to anyone who wants to succeed.

    Although the book is small (you could almost say unassuming), it's got plenty of tips. The book is organized into 8 sections, including the introduction and covers topics such as having ideas, solving problems, presenting, making a difference, and winning new business. The advice and ideas in the book are very widely known - there's nothing revolutionary here, and there is a lot of repetition, but it's not brainwashing; merely coming back to the main point the author wants to make (that you should be unconventional if you want to succeed). Tips are either a simple statement or a few paragraphs of text. You're not going to get any in-depth analysis or facts to back anything up. Everything in this book has come from the author's experiences in life.

    This is not one of those tedious self-help books that claim to make you rich, and it won't tell you the secrets of the world. But what it will do is to make you think about what you want from your life and/or career and provide tips that could possibly help you to attain your goals and succeed in your endeavors. It's an easy read - lots of big text and pictures. I went through it in less than an hour. The reason for three stars is because although I may re-read the book again if I feel I need a quick fix of 'how to succeed', it's not a classic and it's probably not a book I'm going to keep coming back to.

    If you know anyone who works in an advertising agency, this would make a great gift.
    7 people found this helpful
    Report
  • Reviewed in the United Kingdom on 15 October 2016
    a very easy and interesting read. I bought this book for myself about 4 years ago and have just purchased it again as a gift. The short true anecdote style of this book is simple yet inspiring.
  • Reviewed in the United Kingdom on 31 May 2013
    Great little book.
    Succinct.
    Entertaining.
    Well written.

    It's a little bible for anyone in a creative profession.

    Some of the 'tips' are a bit obvious. But then again, the best ideas usually are; people just don't see it's obviousness initially.
  • Reviewed in the United Kingdom on 20 June 2013
    Great read. Perfect for those on a mission and helpful to those who aren't quite sure how successful they want to be, yet.Lots to cogitate on, plans to be made, mistakes to learn from, would like to have had a mention of the worth of mirth.

Top reviews from other countries

Translate all reviews to English
  • Letizia
    5.0 out of 5 stars Bellissimo
    Reviewed in Italy on 3 June 2024
    Questo libro spinge il lettore a darsi da fare e fare sempre di piu nella vita. Super consigliato
  • Rafael Muñoz
    5.0 out of 5 stars Life changing
    Reviewed in Mexico on 21 July 2019
    Excelente Libro, sin duda fácil de leer, y muy profundo y resumido, no necesitar leer 15 páginas para acatar una idea.
  • Amazon Customer
    5.0 out of 5 stars 👌👌👌👌👌
    Reviewed in India on 14 November 2019
    👌👌👌👌👌
  • Victor
    5.0 out of 5 stars Genial
    Reviewed in Spain on 5 February 2019
    Casi me lo termino en un par de horas, me encanta porque te da bueno cosejos y aprendes mucho, es un libre que te lo puede llevar a cualquier parte. Lo recomiendo!
  • Client d'Amazon
    5.0 out of 5 stars damn good advice
    Reviewed in France on 6 August 2018
    One of the most inspiring book I have on my desk from Paul Arden.
    I love the fact that the book is small.
    By the way, beautiful printed cover.
    Just don't hesitate.