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

Paul Arden (1940–2008) spent a stormy 18 years in advertising and then found his Alma Mater in Saatchi & Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director he was responsible for some of Britain's most successful advertising campaigns – including British Airways, Silk Cut, Intercity and Fuji – and famous slogans, such as 'The Car in front is a Toyota' and 'The Independent – It is. Are you?'. In 1993 Arden set up the film production company Arden Sutherland-Dodd and began a successful second career as a writer with a weekly column in The Independent and several publications including Whatever You Think, Think The Opposite (2006) and God Explained In A Taxi Ride (2007).

The book is divided into chapters/sections: The Fundamentals If You Can't Solve a Problem It's Because You Are Playing By the Rules Give Yourself Some Spin And Now for a Commercial Break You Don't Have to be Creative to be Creative New Business Final Thoughts Credits and Acknowledgements