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Whatever You Think, Think the Opposite Paul Arden
 Description and Reviews From The Publisher: There have been many books written on good business practice. All eminently sensible. All based on logic, common sense, and good manners. This book 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. Reviews Referring to his first book, It's Not How Good You Are, It's How Good You Want to Be, Arden describes himself as "author of world's bestselling book," ably demonstrating one nugget of wisdom to be found in his latest: "Great people have great egos; maybe that's what makes them great." Otherwise, the book suggests that Arden is less a great person (or a great author) than a great former creative director at advertising powerhouse Saatchi and Saatchi. In the restrictive, often repetitive genre of management by aphorism, Arden is an original: master of the snappy maxim and eye-catching graphic, Arden advocates unconventional thinking, skipping college, taking risks, being outrageous and failing dramatically. Missing is a page in this book emblazoned "Take my advice with a grain of salt," or "Triumph for an advertising copywriter may be disaster for an accountant." Nevertheless, Mr. Arden's books are a pleasure to peruse. His writing is spare, clever, brisk and pointed. Illustrations are clean and witty. Think you whatever, this book is a natty little addition to the business bookshelf. —Publishers Weekly, Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.  Reader's Index Send us your favorite quotes or passages from this book. About the Author Table of Contents
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