by Paul Arden · Penguin UK · tapa blanda · ISBN 9780141025711
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«Whatever You Think, Think the Opposite» is Paul Arden's essay on creativity, published by Penguin UK in paperback (160 pages, in English).
The book turns logic and common sense on their head by championing the value of bad decisions and ill-advised risks. With paradoxical ideas, anecdotes, photographs and quotes, it proposes thinking illogically to stand out, warns of the danger of playing it safe, and suggests this makes work more enjoyable.
Paul Arden was executive creative director at Saatchi & Saatchi and author of «It's Not How Good You Are, It's How Good You Want to Be». Published in 2006.
Aimed at readers interested in creativity, advertising, business, popular psychology and self-help.
Tapa blanda
