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It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book by Paul Arden, Roger Kennedy (Designed by)

Why do we strive for excellence when mediocrity is required? 10 So how good do you want to be? 12 You can achieve the unachievable 17 'I want to be as famous as Persil Automatic' 18 Have you noticed how the cleverest people at school are not those who make it in life? 20 The Fundamentals Energy 24 Do not seek praise. Seek criticism 26 It's all my fault 28 Do not covet your ideas 30 Don't look for the next opportunity. The one you have in hand is the opportunity 32 Accentuate the positive 34 Eliminate the negative 35 Do not put your cleverness in front of the communication 36 Don't promise what you can't deliver 38 Know your client's aims 40 What do you do when your client won't buy? 42 Don't take no for an answer 44 When it can't be done, do it. If you don't do it, it doesn't exist 46 If You Can't Solve a Problem, It's Because You're Playing by the Rules The person who doesn't make mistakes, is unlikely to make anything 50 'Fail, fail again. Fail better' 52 It's wrong to be right 54 It's right to be wrong 56 Don't be afraid of silly ideas 58 Give Yourself Some Spin Play your cards right 64 It's not what you know 66 It's who you know 67 Don't give a speech. Put on a show 68 Getting fired can be a positive career move 70 And Now for a Commercial Break Doing a layout means having an idea 74 Compose your ad from the weakest point 78 Rough layouts sell the idea better than polished ones 80 If you get stuck, draw with a different pen 82 Suppliers are only as good as you are 84 Don't be afraid to work with the best 86 Get out of advertising 88 Do not try to win awards 90 You Don't have to be Creative to be Creative How you can make your company great 94 How a senior manager can make a big difference 98 How a junior account handler can make a big difference 99 How a media buyer can make a big difference 101 New Business What is meant by the word 'creative'? 104 How to improve your strike rate 106 Final Thoughts My finest hour 114 Notes from the pulpit 118 Life's creative circle 120 Wit and wisdom 122

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