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    Paul Arden (7 April 1940 – 2 April 2008) was a creative director of Saatchi and Saatchi and an author of several books on advertising and motivation, including Whatever You Think, Think The Opposite and It's Not How Good You Are, It's How Good You Want To Be Download It’s Not How Good You Are, It’s How Good You Want to Be : The world’s best-selling book by Paul Arden – Paul Arden ebook Advertising genius Paul Arden died on 02 April 2008. Some of his most influential work was done while he was executive creative director at Saatchi & Saatchi for 14 years. Paul was responsible for advertising campaigns for clients such as The Independent (“The Independent.

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