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Zusammenfassung von It’s Not How Good You Are, It’s How Good You Want to Be

Name: It’s Not How Good You Are, It’s How Good You Want to Be
Rating: 4.2 (71 reviews)
Author: Paul Arden

Paul Arden

The World’s Best Selling Book

4.2 (71 Bewertungen)

16 Min.

Kurz zusammengefasst

'It's Not How Good You Are, It's How Good You Want to Be' by Paul Arden is a creative guidebook that encourages readers to strive for success, breaks down common myths, and offers practical tips to achieve greatness in any field.

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Unternehmertum Marketing

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What’s in it for me? Learn the secrets of success from a giant of the advertising business.

There’s no shortage of books on how to succeed in business, but very few have been written by people like Paul Arden – a legendary ad man who spent decades working on some of the most successful ad campaigns in Britain. You could think of him as a modern day, English version of Mad Men’s Don Draper.

Through working with some of the world’s biggest companies, Arden learned not only how to pitch an idea to a potential client. He also learned how anyone can make a splash with their big ideas. So, if you’ve ever had a brilliant product or service that you wanted to bring to life, you’ll want to find out what Paul Arden has to say and learn from one of the best in the business.

In these blinks, you’ll discover

how a laundry detergent inspired one of the Spice Girls;
which Fat Bastard set a good example to follow; and
why being trendy isn’t always a plus.

Be ambitious and set goals beyond what you think you’re capable of.

Everyone wants to be good at what they do. But what does “being good” mean to you? Do you want to be the best in your workplace? The best in your community? Or perhaps the best in the world?

Many believe that the most successful people in the world are also the most talented, but that’s only one piece of the pie.

Sure, talent is important. But talent on its own will only get you so far. If you want to reach the level of world-class greatness, you’ll need to combine talent with another key factor – ambition.

Think of your friends and classmates growing up. Did the smartest or most talented students end up being the most successful? When someone has smarts, but no ambition, they'll usually get by on whatever past accomplishments they may have. The brightest stars, on the other hand, are the ones who combine their know-how with ambition and a vision for the future.

The truth is, lots of people are smart and talented, but there’s no replacing real ambition and persistence in planning for your future. And this involves setting goals that may not seem achievable today.

In other words, the secret to reaching great heights is to ignore your current limitations and set goals above and beyond what you think you’re capable of.

Keep in mind that you can always continue learning and adding to your skillset. You may not think you’re capable of running your own business, for example, but don’t let that stop you from making it your goal. Just because you’re ill-prepared for something today, it doesn’t mean you won’t be ready tomorrow.

Even if your goal isn’t entirely logical, it can be a perfect source of ambition, inspiration and motivation. When former Spice Girl Victoria Beckham was a teenager, she told herself, “I want to be as famous as Persil Automatic.” Persil Automatic is one of the most popular brands of detergent in England, so Beckham wasn’t even thinking in terms of singers or even human beings. She wanted to become a household name, and that’s just what she did. And so can you, if you set the right goals and have the ambition to see them through.

Being as good as you want to be requires accountability, openness and positivity.

Once you decide how good you want to be and create a goal for yourself, you are essentially creating a vision of yourself in the future. All you need to do then is lay the foundation that will take you from vision to reality.

Three traits make up this foundation. The first is accountability; which means holding yourself to only the highest of standards.

To be a true innovator, you need to rid yourself of the desire to be always right.

When talking about his experiments, Thomas Edison claimed he’d never failed; he’d simply discovered thousands of ideas that didn’t work.

This positive perspective underlines the importance of persevering through the ideas that don’t pan out so that you can land on the ones that do. In fact, you could say that if you’re not making mistakes, then you’re probably not making much of anything.

Getting ahead takes determination and knowing what your client wants.

You don’t have to be a movie expert to know the name Citizen Kane. This movie is often regarded as one of the best and most influential films of all time. But what you may not know is that Citizen Kane was only brought into existence through the sheer determination of its creator, Orson Welles.

Getting this movie made is a perfect example of how powerful one individual’s determination can be, and how important it is not to take no for an answer.

Effective advertising has strong visual engagement and originality.

Advertisers love to be creative. There are few things that excite and boost the morale of an ad agency more than receiving a request for a creative pitch. A creative pitch is when a potential client challenges an agency to show how creative they are. It’s a great opportunity for an ad agency to show how innovative and creative they can be.

But tread carefully: when working on a new pitch, no matter how creative you want to be, don’t forget that visual layout is just as important as idea generation. Indeed, both of these elements are of equal importance to a good pitch and should be treated as such.

Creativity can mean many different things, but there are common ways to appeal to clients.

We’ve mentioned creativity a lot in the previous blinks, since the advertising world is obsessed with it! But how you define creativity may be different to someone else’s definition. That’s why it’s always a good idea to understand precisely what creativity means to your client.

One client could think that being creative means making an ad that’s only slightly different to their competitors. Another client may want the kind of creativity that makes a minimal adjustment to the same campaign they’ve been running for years on end.

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Worum geht es in 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 (2003) offers sage advice to anyone interested in turning their grand ambitions into reality. Paul Arden takes readers behind the scenes of the advertising world to reveal the best and most effective techniques for pitching ideas and getting the client to say yes. Throughout, Arden encourages creative minds to think big and break away from the mundane and mediocre.

Bestes Zitat aus It’s Not How Good You Are, It’s How Good You Want to Be

Your vision of where or who you want to be is the greatest asset you have.

—Paul Arden

Wer It’s Not How Good You Are, It’s How Good You Want to Be lesen sollte

People in marketing and advertising
Entrepreneurs and anyone with a product to sell
Dreamers and ambitious folk who need motivation

Über den Autor

Paul Arden is a creative mastermind with over 30 years’ experience in the advertising industry. He’s worked with major companies such as Toyota, British Airways and Fuji to create some of the most successful advertising campaigns in Britain. He is also the author of Whatever You Think, Think The Opposite (2006) and God Explained in a Taxi Ride (2007).

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