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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 .
c e? f or

l le
wn
e stri v e

W h

xce
yd o

e
 when mediocrity
is required?
e n
a u l Ard
P

The truth is, i´m glad it´s this way


All creative
people need
something to
rebel against...
I do it for me.
d o
oo d ?
g be
h w
o nt t o
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
automatic*”
persil 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

u hav e in
h e o ne y o NI T Y
T P PO R T U
is t h e O
han d
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 oug ht
a log i c al
i dea or
v er
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
o i t
e n d !
h
T r wa y
y o u
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”

e s e
h n Cle
J o
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
a
Th ! n k Paulo

y o u Pf
ferreira