It's Not How Good You Are, It's How Good You Want to Be
出版时间
2003-06-01
ISBN
9780714843377
评分
It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top 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 notions that can be applied to aspects of modern life. This book provides a unique 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. If you want to succeed in life or business, this is a must! Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.
- 本书摒弃传统说教，以碎片化金句形式传递反常识职场智慧。作者强调不要追求被喜欢，而要追求卓越；不要寻求赞美，而要主动寻求批评。这种反叛精神旨在打破常规思维，鼓励读者在职业发展中保持激进与诚实，拒绝平庸与虚伪的社交礼仪。
- 书中核心观点直指个人成长误区：才华无法替代野心，设定目标必须超越当前能力边界。作者教导读者如何正确面对失败与责任，强调‘一切都是我的错’的担当精神，而非寻找借口。同时指出，若无法解决问题，是因为你仍在遵守规则，鼓励读者打破规则以创新破局。
- 作为广告界泰斗的实战手册，本书提供极具操作性的沟通与创意策略。例如建议用视觉化呈现替代冗长演讲，强调分享想法而非隐藏，指出能量与热情占工作成功的75%。这些内容不仅适用于广告行业，更是对现代职场人如何高效沟通、提升执行力及塑造个人品牌的重要指导。
- 适合从事广告、创意、营销等行业的从业者阅读。书中大量案例与观点源自作者40年广告生涯，涉及如何处理客户简报、激发创意灵感、应对职场挑战等具体问题。对于希望提升专业素养、学习行业顶尖思维模式、理解创意工作伦理与底线的专业人士，具有极高的参考价值。
- 适合渴望突破职业瓶颈、提升自我认知与领导力的职场人士。书中关于承担责任、拒绝借口、主动寻求批评、设定高远目标等内容，对任何希望在工作中取得卓越成就、摆脱平庸心态的人都有深刻启发。它帮助读者重塑职业价值观，从追求表面和谐转向追求实质成果与个人成长。
- 适合对心理学、人性洞察及非传统成功学感兴趣的读者。作者以幽默、犀利甚至挑衅的口吻揭示人性弱点与社会潜规则，如‘不要谦虚，要优秀’。这种反主流的成功哲学能引发读者对自我定位、社会评价体系的深层反思，适合希望打破思维定势、探索独特人生路径的独立思考者。
- 本书篇幅极短，内容高度浓缩，建议快速通读而非逐字精读。其排版设计独特，每页仅含少量文字或图片，旨在瞬间冲击读者思维。请勿将其作为严肃学术著作研读，而应视为灵感激发器。若发现某些观点与你认知冲突，这正是作者意图所在，请保持开放心态，思考其背后的逻辑而非简单否定。
- 阅读时请警惕将书中观点绝对化。作者风格极端且具挑衅性，部分言论如‘不要寻求赞美’需结合具体语境理解，并非鼓励无礼或孤立。读者应提取其核心精神——即诚实、卓越与担当，而非机械模仿其表达方式。切勿将书中的反叛精神误解为职场中的无端对抗或不负责任。
- 建议结合个人实际工作场景进行反思与应用。书中关于‘分享想法’、‘视觉化沟通’、‘承担责任’等建议具有极强实操性。读者可在阅读后，立即审视自己当前的工作习惯，如是否因害怕批评而隐藏观点，是否因推卸责任而阻碍问题解决，并尝试在次日工作中做出微小但坚定的改变。
- 读者普遍认为本书虽薄，但字字珠玑，充满智慧与力量。许多读者表示书中观点令人震撼，颠覆了传统职场认知，如‘不要谦虚，要优秀’等金句广为流传。尽管部分观点看似极端，但读者认可其背后的积极意图，即鼓励人们突破自我设限，追求真正的卓越与成功，而非表面的和谐与平庸。
- 多数读者指出本书不适合深度阅读或收藏，因其内容过于碎片化且缺乏系统理论支撑。部分读者认为其价值在于瞬间的灵感启发，而非长期指导。然而，这并未削弱其影响力，许多读者表示即使快速浏览也能获得深刻启发，并愿意将其作为案头随时翻阅的‘清醒剂’，以提醒自己保持职业操守与创新精神。
- 读者一致认可本书在创意行业内的经典地位，认为其传递的价值观是广告人必备的职业素养。尽管部分非行业读者可能觉得内容过于特定，但书中关于责任、诚信、创新的普世价值仍被广泛接受。读者警告，切勿将书中的反叛精神误读为职场中的无礼或不负责任，而应理解其为对卓越与真实的极致追求。
本导读基于书籍简介、目录、原文摘录、短评和书评生成，不等同于全文精读。
- "与现实对抗是创意人的天性。每个创意人都需要反叛精神。反其道而行之，能让创意人的生活充满激情，也让客户的世界因此丰富多彩。"
- "人人都想做到“好”，但很少有人愿意再进一步，历经磨难做到“卓越“。 对很多人来说，平日与人为善、得到更多青睐才是更重要的。这当然也有价值，但你可别把“卓越”和“让人喜欢”弄混。"
- "你如何认识你自己，他人就会如何看待你。"
- "SO HOW GOOD DO YOU WANT TO BE? ALL of us want to be good at our jobs, but how good do we really want to be? Quite good.Good.Very good.The best in our field. Or the best in the world? Talent helps, but it won't take you as far as ambition. Everybody wants to be good, but not many are prepared to make"
- "DO NOT SEEK PRAISE. SEEK CRITICISM. IT IS quite easy to get approval if we ask enough people, or if we ask those who are likely to tell us what we want to hear. The likelihood is that they will say nice things rather than be too critical. Also, we tend to edit out the bad so that we hear only what w"
- "ALL of us want to be good at our jobs,but how good do we really want to be? Quite good. Good. Very good. The best in our field. Or the best in our world? Talent helps,but it won't take you as far as ambition. Everybody wants to be good,but not many are prepared to make the sacrifices it takes to be "
- "You need to aim beyond what you are capable of. If you think you're unable to work for the best company in its sphere, make that your aim. Make your vision of where you want to be reality. Nothing is impossible. // 短T上有这么一句话"
- "Energy It's 75% of the job. If you haven't got it, be nice. // 动力 热情"
