Introduction
Paul Arden's "It's Not How Good You Are, It's How Good You Want to Be" is a unique and insightful guide to success in business and life, written by a legendary figure in the advertising world. As a creative director who worked on some of Britain's most successful ad campaigns, Arden brings a wealth of practical experience and unconventional wisdom to the table.
This book is not your typical self-help or business advice book. Instead, it offers a refreshing and sometimes counterintuitive perspective on how to achieve greatness, stand out from the crowd, and bring your ideas to life. Drawing from his decades of experience in the competitive world of advertising, Arden shares valuable lessons that can be applied to any field or pursuit.
The central premise of the book is that success is not determined by your current abilities or circumstances, but by your ambition and willingness to push beyond your perceived limitations. Arden challenges readers to think bigger, take risks, and approach problems with creativity and determination.
Key Ideas
1. Set Ambitious Goals Beyond Your Current Capabilities
One of the fundamental principles Arden emphasizes is the importance of setting goals that may seem out of reach. He argues that talent alone is not enough to achieve greatness – ambition and vision are equally crucial.
Arden encourages readers to ignore their current limitations when setting goals. Just because you don't have the skills or resources to achieve something today doesn't mean you can't work towards it for tomorrow. This mindset shift can be a powerful motivator and driver of personal growth.
He illustrates this point with an anecdote about Victoria Beckham, who as a teenager set the goal of becoming "as famous as Persil Automatic" (a popular laundry detergent brand in the UK). While this may seem like an odd aspiration, it demonstrates the power of thinking beyond conventional boundaries. Beckham's ambition to become a household name, regardless of the field, ultimately came true.
The takeaway is clear: don't limit yourself based on what you think is possible right now. Set ambitious goals that excite and inspire you, even if they seem unrealistic at first glance. Your goals should push you to grow and evolve, rather than simply affirm your current abilities.
2. Embrace Accountability, Openness, and Positivity
Arden outlines three key traits that form the foundation for achieving your goals and becoming as good as you want to be:
Accountability: Hold yourself to high standards and actively seek honest feedback. Instead of asking for general opinions, which often lead to polite but unhelpful responses, ask specific questions like "What would you improve?" or "If you had to pick one problem with this, what would it be?" This approach helps you identify areas for improvement and grow from constructive criticism.
Openness: Share your ideas freely instead of hoarding them. Many people are protective of their ideas, fearing others might steal or take credit for them. However, Arden argues that this mindset stifles creativity. By openly sharing ideas, you free your mind to generate new ones and create a collaborative environment where innovation thrives.
Positivity: Focus on and emphasize the positive aspects of your work or ideas. Like a caricaturist exaggerating facial features, you should highlight and even exaggerate the best parts of what you're promoting. This doesn't mean being dishonest, but rather communicating the unique selling points in a memorable and impactful way.
By cultivating these traits, you create a solid foundation for personal and professional growth, fostering an environment where creativity and success can flourish.
3. Embrace Failure and Let Go of Always Being Right
Arden draws inspiration from Thomas Edison's famous quote about his light bulb experiments: "I have not failed. I've just found 10,000 ways that won't work." This perspective highlights the importance of perseverance and learning from mistakes.
The author argues that if you're not making mistakes, you're probably not making much of anything. Failures and missteps often provide valuable insights and clues that can lead to breakthrough innovations. By reframing failure as a necessary part of the creative process, you can free yourself from the fear of making mistakes and become more willing to take risks.
Arden also emphasizes the importance of letting go of the need to always be right. While it's natural to want to avoid negative judgment or criticism, this desire can make you inflexible, unoriginal, and uncreative. By embracing the possibility of being wrong, you open yourself up to new ideas and approaches.
To overcome mental blocks and spark creativity, Arden suggests embracing playfulness and illogical thinking. He recommends trying the opposite of what your intuition tells you or finding inspiration in unexpected places. For example, taking a walk and observing nature might spark a solution to a problem you've been struggling with.
The author also highlights the power of unconventional thinking in branding and marketing. He cites the example of "Fat Bastard Chardonnay," a wine brand that gained international attention and success largely due to its unusual and memorable name. This illustrates how defying logic and embracing the unexpected can lead to standout results.
4. Persistence and Understanding Client Needs are Key to Success
Arden uses two powerful examples to illustrate the importance of determination and understanding client needs in achieving success:
Orson Welles and Citizen Kane: When Welles couldn't find investors for his now-classic film, he took matters into his own hands. By filming a few scenes with limited resources, he created a visual sample that was far more compelling than a written script. This determination and resourcefulness ultimately led to the creation of one of the most influential films in history.
Paul Arden's own experience: The author recounts a time when his agency was initially rejected for a government contract. Instead of accepting defeat, Arden called the client and promised a second campaign – which didn't actually exist at the time. His team worked through the night to create new ideas, and this extra effort ultimately won them the contract.
These stories demonstrate the power of persistence and the importance of not taking "no" for an answer. Sometimes, going above and beyond what's expected can make all the difference in achieving your goals.
Arden also emphasizes the importance of understanding client motivations in the advertising world. He points out that while agencies want to showcase their creativity, clients primarily want to see their brand highlighted. By recognizing this dynamic, you can tailor your approach to meet client needs while still demonstrating your creative abilities.
The author suggests starting pitches by creating layouts and potential ad campaigns that prominently feature the client's logo and brand. This approach puts the client at ease and demonstrates your ability to deliver what they want. Once you've established this foundation, you can introduce more creative ideas.
5. The Importance of Visual Engagement and Originality in Advertising
Arden delves into the specifics of creating effective advertising campaigns, emphasizing two key elements: strong visual engagement and originality.
Visual Engagement: The author stresses that visual layout is just as important as idea generation in advertising. A high-quality visual layout should be so effective that a customer can recognize the brand from a distance, even without reading the name. This principle underscores the power of visual branding and the importance of creating memorable, distinctive visuals.
Arden also offers a clever tip for presenting layouts to clients: keep the initial drafts genuinely rough. If the layout appears too polished in the early stages, it may give the impression that there's no room for collaboration or input from the client. By presenting rougher drafts, you invite the client to feel part of the creative process, which can lead to better outcomes and stronger client relationships.
To spark creativity and avoid boring layouts, Arden suggests experimenting with different tools. Instead of always using standard markers or digital tools, try using paint brushes, charcoal pencils, or fountain pens. He shares an anecdote where using watercolors on a layout so impressed a client that they increased the project budget significantly.
Originality: Arden believes that a large percentage of advertising is inspired by previous ads, largely because many professionals in the field read the same books and pay little attention to what's happening outside their industry. This creates an opportunity for those willing to look beyond the advertising world for inspiration.
The author encourages readers to avoid simply following current trends, which are often based on group consensus about what's fashionable. True originality, he argues, hasn't received this kind of approval and therefore can never be considered "trendy." By thinking outside the box and drawing inspiration from unexpected sources, you can create truly original and memorable campaigns.
6. Understanding Different Perspectives on Creativity
Arden acknowledges that creativity can mean different things to different people, especially in the context of client relationships. He advises understanding what creativity means to each specific client, as this can vary widely:
- Some clients might view creativity as making an ad slightly different from their competitors.
- Others might see it as making minimal adjustments to a long-running campaign.
- Few clients actually want something so creative that they've never seen anything like it before.
This insight is crucial when pitching ideas to clients. Arden points out that clients rarely choose the most creative pitch, especially when they're reviewing a large number of ideas from multiple agencies. He advises keeping in mind that there are often multiple decision-makers on the client side, each with their own interpretation of creativity.
To cut through the noise and grab a client's attention, Arden offers several strategies:
Develop strong slogans: A memorable slogan can make clients feel good about their company and product. Arden suggests repeating the slogan throughout the pitch with slight variations to reinforce its impact.
Highlight the company logo: Consistently featuring the client's logo throughout the presentation is always appreciated and helps reinforce brand identity.
Allocate budget for creativity: Arden emphasizes the importance of setting aside resources specifically for creative work. He suggests allocating a small percentage of the budget (e.g., 5%) for new supplies or resources that can help the creative team reach their full potential.
By understanding and catering to different perspectives on creativity, while also employing these attention-grabbing techniques, you can increase your chances of winning pitches and satisfying clients.
7. The Power of Visual Communication
Throughout the book, Arden emphasizes the importance of visual communication in advertising and beyond. He points out that people are generally better at remembering visuals than words. This principle applies not just to visual ads, but to verbal communication as well.
When presenting ideas, whether in a formal presentation or an informal conversation, Arden advises "painting a picture" with your words. By using vivid, descriptive language and creating mental images, you can make your ideas more concrete, memorable, and impactful.
This approach can be particularly effective when trying to sell an idea or concept. By helping your audience visualize the outcome or benefits of your proposal, you make it easier for them to understand and buy into your vision.
8. Embracing Unconventional Thinking
A recurring theme in Arden's book is the value of unconventional thinking. He repeatedly encourages readers to challenge assumptions, question established norms, and approach problems from new angles. This mindset can lead to breakthrough ideas and innovative solutions that set you apart from the competition.
Some ways Arden suggests cultivating unconventional thinking include:
- Deliberately doing the opposite of what seems logical or intuitive
- Finding inspiration in unexpected places or unrelated fields
- Embracing playfulness and "silly" ideas
- Questioning why things are done a certain way and imagining alternatives
By adopting this mindset, you can break free from the constraints of conventional thinking and discover new possibilities in your work and life.
9. The Importance of Continuous Learning and Growth
While not explicitly stated as a separate point, the idea of continuous learning and personal growth underpins much of Arden's advice. He encourages readers to constantly push their boundaries, acquire new skills, and expand their perspectives.
This commitment to ongoing development is crucial in today's rapidly changing world. By continuously learning and adapting, you can stay relevant, overcome new challenges, and seize emerging opportunities.
10. Balancing Creativity with Practicality
Throughout the book, Arden strikes a balance between encouraging bold, creative thinking and acknowledging the practical realities of business. While he advocates for pushing boundaries and thinking big, he also provides pragmatic advice on how to work effectively with clients, win pitches, and achieve tangible results.
This balanced approach is valuable for anyone looking to succeed in a creative field or bring innovative ideas to any industry. It reminds us that while creativity and big ideas are essential, they must be grounded in an understanding of real-world constraints and client needs to be truly effective.
Final Thoughts
"It's Not How Good You Are, It's How Good You Want to Be" is a refreshing and inspiring guide that challenges readers to think differently about success, creativity, and personal growth. Paul Arden's unique perspective, drawn from his extensive experience in the advertising world, offers valuable insights that can be applied far beyond the realm of marketing.
Key takeaways from the book include:
- Set ambitious goals that go beyond your current capabilities
- Embrace accountability, openness, and positivity
- Learn from failure and let go of the need to always be right
- Persist in the face of setbacks and understand your clients' needs
- Focus on visual engagement and originality in your work
- Understand different perspectives on creativity
- Harness the power of visual communication
- Embrace unconventional thinking
- Commit to continuous learning and growth
- Balance creativity with practicality
Arden's book serves as a reminder that our potential is not limited by our current abilities, but by our ambition and willingness to push ourselves. It encourages readers to think bigger, take risks, and approach problems with creativity and determination.
By applying the principles outlined in this book, readers can unlock their potential, stand out in their chosen field, and achieve levels of success they may have previously thought impossible. Whether you're an aspiring creative professional, an entrepreneur, or simply someone looking to make a bigger impact in your work and life, Arden's insights offer a valuable roadmap for personal and professional growth.
Ultimately, "It's Not How Good You Are, It's How Good You Want to Be" is a call to action – challenging us to raise our ambitions, embrace our creativity, and persistently work towards becoming the best version of ourselves. It reminds us that with the right mindset and approach, we all have the potential to achieve extraordinary things.