MARC record from Internet Archive

LEADER: 05353cam 2201081 a 4500
001 ocm51841543
003 OCoLC
005 20101112120426.0
008 040413s2003 enka 000 0 eng d
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050 00 $aBF637.S4$bA73 2003
082 00 $a158.1$222
084 $a05.31$2bcl
100 1 $aArden, Paul.
245 10 $aIt's not how good you are, it's how good you want to be /$cby Paul Arden.
260 $aLondon ;$aNew York :$bPhaidon,$c2003.
300 $a128 p. :$bill. (some col.) ;$c18 cm.
500 $aCover title.
505 0 $aWhy do we strive for excellence when mediocrity is required? -- So how good do you want to be? -- You can achieve the unachievable -- 'I want to be as famous as Persil Automatic' -- Have you noticed how the cleverest people at school are not those who make it in life? -- The fundamentals -- Energy -- Do not seek praise, seek criticism -- It's all my fault -- Do not covet your ideas -- Don't look for the next opportunity. The one you have in hand is the opportunity -- Accentuate the positive -- Eliminate the negative -- Do not put your cleverness in front of the communication -- Don't promise what you can't deliver -- Know your client's aims -- What do you do when your client won't buy -- Don't take no for an answer -- When it can't be done, do it. If you don't do it, it doesn't exist -- 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 -- 'Fail, fail again. Fail better' -- It's wrong to be right -- It's right to be wrong -- Don't be afraid of silly ideas -- Give yourself some spin -- Play your cards right -- It's not what you know -- It's who you know -- Don't give a speech. Put on a show -- Getting fired can be a positive career move -- And now for a commercial break -- Doing a layout means having an idea -- Compose your aid from the weakest point -- Rough layouts sell the idea better than polished ones -- If you get stuck, draw with a different pen -- Suppliers are only as good as you are -- Don't be afraid to work with the best -- Get out of advertising -- Do not try to win awards -- You don't have to be creative to be creative -- How you can make your company great -- How a senior manager can make a big difference -- How a junior account handler can make a big difference -- How a media buyer can make a big difference -- New business -- What is meant by the word 'creative'? -- How to improve your strike rate -- Final thoughts -- My finest hour.
650 0 $aSelf-actualization (Psychology)
650 0 $aSuccess.
650 17 $aReclame.$2gtt
938 $aBaker and Taylor$bBTCP$n2004271080
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938 $aCoutts Information Services$bCOUT$n2015710
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