Life is a Mosaic

Creative Genius is Gone

Paul Arden, an eccentric, revered creative responsible for some of the U.K.'s most popular advertising during his 14 years as Saatchi & Saatchi's executive creative director, died Wednesday of a heart attack. (read more)

This news wouldn't have hit me that much , if not a magic book, written by Mr. Arden himself, called "It's not how Good You are, but how Good You Want to Be". I found it two years ago in a bookstore in Brussels and since then P. Arden became my idol and this book - my professional bible.

It does not have a lot of text. It has a lot of pictures. But it's far from children's books. In this book the ideas shared are simple, clear and hit to the essence. And the visual support makes them memorable.

Even more, Arden's tips are so used in my work now. They are simple, they are common sense, but that is actually the point - in this book they are given in a way so I remember them and use them in the right moment.

The key ideas from this book that from his book that I live by:

• You are all selling something. Your product or your point of view.
  
• Do not seek praise. Seek criticism.
• It's all my fault.
• Don't look for the next opportunity. The one you have in your hand is the opportunity.
• Accentuate the positive. Eliminate the negative.
• Do not put your cleverness in front of your communication.
• What do you do when your client won't buy? Do it his way. Then do it your way.
• When it can't be done, do it. If you don't do it, it doesn't exist.

I am not 100% perfect at it, but those ideas have worked for me so many times. Taking charge of my mistakes has taught me so much more rather than blaming everyone else around me. How many times I said "Let's try!" for some of the potential pitches, when everyone else said "It's not possible" and I actually succeeded. And am doing my best to make the most out of the worst assignment that ever comes to my hands.

And it is not only at work. So many times I found out how it corresponds with common sense and simple life. Common sense is actually genius.

Arden was a genius to put it down in a form that spoke to way broader audience than his profession, age or education. This book speaks to most of people.

I know more people inspired by Mr.Arden and his books: Mazzy, Jen and our creative team in the company. Advertising people. Bank clerks. Success coaches. Success seekers.

I had this dream to meet this guy sometime. Bad luck.

posted by Vija @ 7:25 AM