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Book

It's not how good you are, it's how good you want to be

Call Number

  • 158.1 A6764 (EAS)

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Publication Information

London ; New York : Phaidon, 2003.

Physical Description

128 p. : ill. (some col.) ; 18 cm.

Summary

Offers advice on how to accomplish personal goals and succeed by utilizing one's full potential, exploring such topics as blame, creativity, success, and intelligence.

Notes

Cover title.

Contents

  • Why 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.

Subjects