Thursday, June 05, 2014

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

It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book Paul Arden

I saw this one come in through the bookdrop and it caught my eye.

Mostly aimed at advertisers/marketing people with a broader theme for all, it’s some pithy platitudes in an excellently designed package.

I liked some of the advice--don’t hoard your ideas--give them out freely, make the most of the opportunity you have now instead of looking for the next one, don’t knock the competition, it’s ok to be silly, it’s ok to make mistakes. I also liked some of the more advertising-specific ones-- pencil sketches sell the client on the idea more than finished product, put your client’s logo front and center, don’t try to win awards*

But after awhile, it just gets pithy and clever and not actually worthwhile. BUT, it is very well designed. Clean layout, lots of big bold text and colors, and photographs for graphics and lots of classic ads as examples. I loved all the classic ads. There’s not a lot of text (the whole thing can be read in about an hour) and it is a joy just to look at.

*Here’s the explanation for “Don’t Try to Win Awards,” which I really, really like, even if it’s just something I tell myself to make myself feel better

“Nearly everybody likes to win awards. Awards create glamour and glamour creates income. But beware. Awards are judged in a committee by consensus of what is known. In other words, what is in fashion. But originality can’t be fashionable, because it hasn’t as yet had the approval of the committee. Do not try to follow fashion. Be true to your subject and you will be far more likely to create something that is timeless. That’s where the true art lies.”

Book Provided by... my local library

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