Whatever You Think, Think the Opposite

Gives advice for how to achieve success, advocating risk-taking and entrepreneurial thinking by presenting examples of people who made unique decisions that paid off.

Paul Arden was an author and the Executive Creative Director of the prolific advertising agency Saatchi & Saatchi. He attended Beckenham Art College and worked for agencies such as Ogilvy & Mather and Doyle Dane Bernach before landing at Saatchi & Saatchi in 1979 as an art director. In his 14 years at the agency he developed major campaigns for British Airways, Toyota, Nivea, Fuji, and more. His three self-help books—It's Not How Good You Are, It's How Good You Want to Be;?Whatever You Think, Think the Opposite; and God Explained in a Taxi Ride—focus on strategies for business and personal growth. He died in 2008.