Whatever You Think, Think the Opposite

by Paul Arden



Filled with fun anecdotes, quirky photos, and off-the-wall business advice, the provocative sequel to "It's Not How Good You Are, It's How good You Want to Be" reveals the surprising power of bad decisions.

Paul Arden was a former executive creative director at Saatchi & Saatchi, and a legend of British advertising. He had a unique way of thinking outside the box and then communicating in both an interesting and activating manner – using both words and visual images.