This is not really the sort f thing I usually buy. I only bought it because it was going cheap in a Phaidon book store where I was shopping for:

• They Called Her Styrene, Etc – US link/ UK link 600-pages of Ed Ruscha’s work
• Van Gogh’s Flowers – US link/UK link a well produced large size soft cover. Great color reproduction.
• The Art Book for Children – US link/ UK link as it is never too early to start making Stanley detest art

As you can see, I am quite the arty-wannabe. And that is why I was in their store. Phaidon produce some great art books so I was surprised to see a business self helper like It’s Not How Good You Are, Its How Good You Want to Be: The World’s Best Selling Book – US link/ UK link sitting in their store. It was on the remaindered table for hardly any money so I hoovered it up.

“It’s Not How Good You Are, Its How Good You Want to Be: The World’s Best Selling Book – US link/ UK link” is supposedly a handbook of how to succeed in the world or at least a part of it devoted to the dark arts of advertising. A pocket “bible” for the talented and timid to help make the unthinkable and the impossible possible. Author and advertising guru Paul Arden offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all endeavours that can be applied to aspects of modern life. This book provides an insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads.
What qualifications does the writer have? Well, unusually for this genre Paul Arden has enjoyed a very successful career. Formerly Creative Director at Saatchi and Saatchi, he is responsible for some of Britain’s best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji and famous slogans which include ‘The Car in front is a Toyota’ and ‘The Independent – It Is – Are You?’. So as you’d expect “It’s Not How Good You Are, Its How Good You Want to Be: The World’s Best Selling Book – US link/ UK link” is a little glib but beautifully designed, printed and typeset but with little lasting appeal. A tasty morsel for the aspiring mogul but the time spent reading this would have been far better spent cold calling prospects.

Also is it really the world’s best selling book? I hardly think so given the best estimated state that the Bible has apparently sold from between 2.5 billion to more than 6 billion. So why the claim? I have no idea but it did annoy me…