It’s Not How Good You Are, It’s How Good You Want to Be is a handbook of how to be successful in this 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 aims that can be applied to aspects of modern life.


This uplifting and humorous little book provides a unique insight into this world  especially in 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 your life or business, this book is a must.

‘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.’


Do not seek praise. Seek criticism.

“It is quite easy to get approval if we ask enough people, or if we ask those who are likely to tell us what we want to hear.

“The likelihood is that they will say nice things rather than be too critical. Also, we tend to edit out the bad so that we hear only what we want to hear.

“So if you have produced a pleasantly acceptable piece of work, you will have proved to yourself that it’s good simply because others have said so.

“It is probably ok. But then it’s probably not great either.

“If, instead of seeking approval, you ask, ‘What’s wrong with it? How can I make it better?’, you are more likely to get a truthful, critical answer.

“You may even get an improvement on your idea.

“And you are still in a position to reject the criticism if you think it is wrong.

“Can you find fault with this?”

The writer admits, advertising is a form of selling and everyone on this planet is doing it at some point, even priests. He explains:


“You are hustling and selling or trying to make people buy something. Your services or your point of view.

“Tupperware parties, for example. They are selling.

“You clean your car to sell it, showing it to its best advantage.

“People even put bread in the oven to make their houses smell nice when they are trying to sell them.

“The way you dress when going for an interview or a party, or merely putting lipstick on. Aren’t you selling yourself?

“Your priest is selling. He is selling what he believes in. God.

“The point is we are all selling.

“We are all advertising.”

“It is part of life”


Read thus book today. Change your life and  make it better for you. Keep trying and never give up on you dreams.

The sky is the limit!