Tuesday 3 August 2010

It's not how good you are, it's how good you want to be. By Paul Arden (advertising guru)

I came across this book recently. My first thoughts were...hmmm, nice, there are not that many words, some nice pictures...it will go down easily. It took me just two days (4 rides on tfl to and from work)! One would say, ...so nothing special then, right? Actually, the exact opposite is what happened. This book has left me thinking about every aspect of my life differently. Just look at these quotes:

"Not all rich and powerful people are not notably talented, educated, harming or good-looking.
They become rich and powerful by wanting to be rich and powerful."

Hmmm...it is true, Sir Alan Sugar doesn't have a university degree yet he is a multimillionaire and a well-known English businessman.

"Your vision or where or who you want to be is the greatest asset you have.
Without having a goal it's difficult to score."

100% true!

"So how good do you want to be? You can achieve the unachievable.
Quite good? i.e. a good person
Good? i.e. a great ballerina
Very good? i.e. the best PR person in consumer tech PR
The best in your field? i.e. the best PR person ever
The best in the world?" i.e. the greatest and most famous person in the whole world"

Victoria wanted this: "I want to be as famous as Persil Automatic". And she is!

The fundamentals, according to Paul Arden are:
- Energy: It's 75 percent of the job. If you haven't got it, be nice.
- Do no seek praise. Seek criticism. -> so you can learn to be better
- It's all my fault. -> don't blame the others
- Do not covet your ideas. -> Share with others and you will get noticed
- Don't look for the next opportunity. The one you have in hand is the opportunity. -> Doesn't need any comment
- Accentuate the positive. -> what is good about your product?
- Eliminate the negative. -> don't try to win attention by knocking competition, it won't win sales and it serves to publicize them rather than you
- Do not put your cleverness in front of the communication -> "Think small" VW
- Don't promise what you can't deliver. ->Don't over exaggerate your promises
- Know your client's aims. -> The true aims may be hidden
- What do you do when your client won't buy? Do it his way. Then do it your way.
- Don't take no for an answer. -> Doesn't need any comment
- When it can't be done, do it. If you don't do it, it doesn't exist.

This handbook of how to succeed in the world is full of clever quotes and wisdom that help you in your life. It is like a pocket "bible"