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Whatever You Think, Think the Opposite
[Paperback - 2006]
paul arden
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Category: Business
Sub-category: Business Self Help
Publisher: Penguin Uk | ISBN: 9780141025711 | Pages: 0
Shipping Weight: .228 | Dimensions: 0

Description

Logic and common sense have a habit of leading us to the same conclusions. If you are going to make your mark on the world, you have to start thinking differently. To think differently, you have to think illogically. This book looks at life the wrong way, in a bid to explain the benefits of making wrong decisions.

About the Author

Paul Arden (7 April 1940 – 2 April 2008) was an influential author of several books on advertising and motivation including "Whatever You Think, Think The Opposite" and "It's Not How Good You Are, It's How Good You Want To Be" and a former creative director for Saatchi and Saatchi at the height of their advertising might.In 1987 Arden was appointed executive creative director. He has spent 14 years with the agency, handling accounts of British Airways, Anchor Butter, Toyota, Ryvita, Nivea, Trust House Forte, Alexon Group and Fuji among others. His British Airways campaigns continue to be remembered as one of the greatest advertising campaigns of all time, changing the fortunes of the airline."Arden was the ringmaster behind the whole creative circus that saw British Airways become 'The World's Favourite Airline', The Independent become the new intelligentsia's favourite newspaper, Margaret Thatcher the nation's favourite leader and Silk Cut their favourite fag." Dave Trott, The Independent"Tempestuous advertising director who thought up memorable campaigns for Silk Cut, BA and The Independent" Times OnlineArden chose to leave Saatchi & Saatchi in 1992 but remained a key consultant for the agency until 1995.

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