Whatever You Think

Whatever You Think, Think The Opposite--------------------------------------------------There have been many books written on good business practice. All eminentlysensible. All based on logic, common sense and good manners. It isessential if you want to be a supermarket manager. But for those wishingto break new ground, it is not enough. Logic and common sense havea habit of leading us to the same conclusions. If you are going tomake your mark on the world you have to start thinking differently.To think differently, you have to think illogically. Whatever YouThink Think The Opposite looks at life the wrong way in a bid to explainthe benefits of making wrong decisions.--------------------------------------------------Author Biography: 'Brilliant, bad, charming, irascible and totallyoff the wall, Paul Arden is an original with extraordinary drive andenergy, blessed with a creative genius allied to a kind of common sensethat just isn't, well, common' Roger Kennedy, Saatchi & SaatchiPaul Arden spent 14 years as the Executive Creative Director atSaatchi & Saatchi. He was responsible for some of the UK's most successfuladvertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCityand 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 columnin the Independent and recently opened a photographic gallery in hishometown, Petworth.