British · 1940–2008
Paul Arden (1940–2008) was a British advertising executive and author. He spent much of his career at Saatchi & Saatchi, where he rose to Executive Creative Director and oversaw campaigns for clients such as British Airways and Silk Cut. He was known for his unconventional views on creativity and risk, and for a blunt, aphoristic style. After leaving the agency he turned to writing and published a run of short, design-led books aimed at a general audience. These include It's Not How Good You Are, It's How Good You Want to Be, Whatever You Think, Think the Opposite, and God Explained in a Taxi Ride. The books mix brief text with striking images and urge readers to take chances, accept mistakes and question received wisdom. They sold widely and became popular with people in advertising, design and business, and they remain a common gift among creative professionals. Arden also taught and lectured on creative thinking. His reputation rests on his work in advertising and on these concise books rather than on literary standing.