Whatever You Think, Think The Opposite

There have been many books written on good business practice. All eminently sensible. All based on logic, common sense and good manners. It is essential if you want to be a supermarket manager. But for those wishing to break new ground, it is not enough. Logic and common sense have a habit of leading us to the same conclusions. If you are going to make your mark on the world you have to start thinking differently. To think differently, you have to think illogically. "Whatever You Think Think The Opposite" looks at life the wrong way in a bid to explain the benefits of making wrong decisions.

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'Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common' Roger Kennedy, Saatchi & Saatchi Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK's most successful advertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book sold over half a million copies. He has a weekly column in the Independent and recently opened a photographic gallery in his hometown, Petworth.

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