It's not how good you are, it's how good you want to be
By: by Paul Arden
Publisher: Phaidon
Published: 2003
Place of publication: London; New York
Language: eng
Number of pages: 128
ISBN-13: 9780714843377
Subjects: Self-actualization (Psychology); Reclame; Success
Notes: Cover title.
Table of contents: title: Why do we strive for excellence when mediocrity is required?; title: So how good do you want to be?; title: You can achieve the unachievable; title: 'I want to be as famous as Persil Automatic'; title: Have you noticed how the cleverest people at school are not those who make it in life?; title: The fundamentals; title: Energy; title: Do not seek praise, seek criticism; title: It's all my fault; title: Do not covet your ideas; title: Don't look for the next opportunity. The one you have in hand is the opportunity; title: Accentuate the positive; title: Eliminate the negative; title: Do not put your cleverness in front of the communication; title: Don't promise what you can't deliver; title: Know your client's aims; title: What do you do when your client won't buy; title: Don't take no for an answer; title: When it can't be done, do it. If you don't do it, it doesn't exist; title: If you can't solve a problem, it's because you're playing by the rules; title: The person who doesn't make mistakes, is unlikely to make anything; title: 'Fail, fail again. Fail better'; title: It's wrong to be right; title: It's right to be wrong; title: Don't be afraid of silly ideas; title: Give yourself some spin; title: Play your cards right; title: It's not what you know; title: It's who you know; title: Don't give a speech. Put on a show; title: Getting fired can be a positive career move; title: And now for a commercial break; title: Doing a layout means having an idea; title: Compose your aid from the weakest point; title: Rough layouts sell the idea better than polished ones; title: If you get stuck, draw with a different pen; title: Suppliers are only as good as you are; title: Don't be afraid to work with the best; title: Get out of advertising; title: Do not try to win awards; title: You don't have to be creative to be creative; title: How you can make your company great; title: How a senior manager can make a big difference; title: How a junior account handler can make a big difference; title: How a media buyer can make a big difference; title: New business; title: What is meant by the word 'creative'?; title: How to improve your strike rate; title: Final thoughts; title: My finest hour.