Its not how good you are its how good youwant to be1 1214259674804150 9

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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


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