It's Not How Good You Are, Its How Good You Want to Be by Paul Arden
SummaryA book by advertising guru who has important but simply stated ideas from his experience. It's a distillation of years of
experience and will ensure you focus on the basics - without all the management-speak.
Notes on the Fundamentals1. Energy - It's 75 % of the job. If you haven't got it, be nice.
2. Do not seek praise. Seek criticism.
3. It's all my fault.
4. Do not covet your ideas.
5. Don't look for the next opportunity. The one you have in your hand is the opportunity.
6. Accentuate the positive. Eliminate the negative.
7. Do not put your cleverness in front of your communication.
8. Don't promise what you can't deliver.
9. Know your clients aims.
10. What do you do when your client won't buy? Do it his way. Then do it your way.
11. Don't take no for an answer.
12. When it can't be done, do it. If you don't dio it, it doesn't exist.