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Paul Arden, author of the international bestseller It's Not How Good You Are, It's How Good You Want to Be, is a former executive creative director at Saatchi and Saatchi and a legend of British advertising. He now owns a photographic gallery.

Books by Paul Arden

Whatever You Think, Think the Opposite

It's Not How Good You Are, It's How Good You Want To Be (2003) has sold over half a million copies worldwide.

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