000			03034cam a2200313 a 4500
001			13556563
003			NU
005			20240910140054.0
008			040413s2003 enka 000 0 eng d
010			_a 2004271080
020			_a978-0-7148-4337-7
040			_cNU FAIRVIEW
050	0	0	_aBF 637 A74 2003
082	0	0	_a158.1 _222
100	1		_aArden, Paul. _eauthor
245	1	0	_aIt's not how good you are, it's how good you want to be / _cby Paul Arden.
260			_aLondon ; _aNew York : _bPhaidon, _cc2003.
300			_a128 pages. : _billustrations (some col.) ; _c18 cm.
365			_b896.00
500			_aCover title.
505			_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	_a ACHIEVEMENT.
650		0	_aSELF-ACTUALIZATION (PSYCHOLOGY).
650		0	_aSUCCESS.
650		0	_aSuccess.
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c5170 _d5170