IT´S NOT HOW GOOD YOU ARE, IT´S HOW GOOD YOU WANT TO BE.
A tribute to PAUL
ARDEN
Why should i spend three
hours with this book
Nearly all rich and powerfull people are not notably talented, educated, charming
or good-looking.
They become rich and powerful by wanting to be rich and powerful.
Your vision of where
or who you want to be is the greatest
asset you have.
Without having a goal it´s difficult to
.
? e c n e l l e c x e
r o f e v i r st e w o yd h W
when mediocrity
is required?
l u a P
n e Ard
The truth is, i´m glad it´s this way
All creative people need something to rebel against...
I do it for me.
o d d o ? o e g b o w t o nt h o S u wa yo
Quite good
Good
Very good
The best in your field
The best in the world?! world?!
Talent helps, but it won´t take you as far as ambition.
There is no instant solution‌ solution‌
The only way to learn is through experience and
mistakes.
You can achieve
the unachievable
“I want to be as famous as persil automatic* automatic*”
*one of the UK´s leading detergents
Have you noticed how the cleverest people at school are not those who make it in life?
What you learn at school are facts.
facts.
Those who fail at school are not interested in facts.
The facts are not put to them in a way they find interesting.
ENERGY It´s 75% of the job. If you don´t have it be nice.
It´s It s all my fault
If you are involved in something that goes wrong, never blame others.
Blame no one but
YOURSELF
COMMONexcuses 1
It was a terrible brief
2
I need a better partner
3
There wasn´t wasn t enough money
4
I was too busy on other projects
5
I wasn´t wasn t given enough time
6
The director didn´t didn t listen to me
Most of these grievances are every day on every job.
That won´t
CHANGE
DON´T LOOK FOR THE NEXT OPPORTUNITY
n i e v a h u o y e Y n T o I N e h U T T R O P P O e h t s i d han
Accentuate the
POSITIVE
Eliminate the
NEGATIVE
Do not put your cleverness in front of the communication
CREATIVE people are paid to be CREATIVE.
So‌ So‌
In order to justify their salaries, they need to be seen to have clever ideas.
But‌ ‌ But often produce work wich on the surface appears clever but has little substance.
t h g u o h t l a c i g o l a r o a e d i r e v A cle
Don´t promise what you can´t deliver
Would you use this architect again? again?
What do you do when your client won´t won t buy? buy?
Do it
t i o d n ! e y h T r wa u o y
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
“There is nothing that is more certain sign of insanity than to do the same thing over and over and expect the results to be different.�
Albert Einstein
Don´t be afraid
of silly ideas
We all get mental
BLOCKS.
We need to get
UNBLOCKED.
“High creativity is responding to situations without critical thought” thought”
n h o J
e s e Cle
If you are deadlock… deadlock…
1
2
Do the opposite of what the solution requires
1
2
Look out of the window and whatever catches your eye, make that the solution to your problem
SALE
You won´t won t remember this
PRE-FIRE
SALE
You won´t won t
forget this
Don´t give a speech.
PUT ON A SHOW.
Even a financial director´s speech
doesn´t have to be boring
If you get stuck, stuck, draw with a different pen
Change your tools, It may free your
THINKING.
Dif fer en
ts t ro
ke sf
or
di f fer
en
t fo
lks
Well, Well, you´ve you ve got to draw the line somewhere
k n a Th ! u o y
Pf
Paulo
ferreira