Paul Arden

Paul Arden was a renowned author and advertising executive best known for his motivational books, including "Whatever You Think, Think The Opposite" and "It's Not How Good You Are, It's How Good You Want To Be." His works blended sharp insights with provocative advice, resonating with professionals across creative industries. Arden's writing career emerged from his extensive experience in advertising, where he cultivated a reputation for bold, memorable campaigns.

As executive creative director at Saatchi & Saatchi, Arden spearheaded iconic campaigns for British Airways, Silk Cut, and The Independent, among others. His British Airways advertisements, in particular, helped redefine the airline's global image. Known for his unconventional thinking, Arden's writing mirrored his advertising philosophy - concise, impactful, and designed to challenge conventional wisdom. He left Saatchi & Saatchi in 1992 but continued consulting for the agency until 1995, cementing his legacy in the advertising world.

Arden's books distilled decades of creative expertise into accessible, thought-provoking lessons. His ability to translate advertising principles into broader life strategies earned him widespread acclaim. Though he passed away in 2008, his works remain influential in both business and creative circles.