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Dakota Park

It’s not how good you are, it’s how good you want to be. - Paul Arden

Work Advice No. 30

Arden spent 14 busy and successful years as the Executive Creative Director at Saatchi & Saatchi London. Saatchi & Saatchi is now one of the largest agencies in the world. He was responsible for some of the UK’s most successful advertising campaigns – British Airways, Silk Cut, Anchor Butter and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book, It’s Not How Good You Are, has sold over one million copies. He has a weekly column in The Independent newspaper and recently opened a photographic gallery.

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