For those of you who have never heard of Paul Arden, he was an executive creative director for Saatchi & Satchi a powerhouse advertisement agency which handled many large accounts such as British Airways and Toyota. The image he developed for these companies is still a part of our popular culture today. Although he is not an architect, his insights into becoming successful within creative fields is invaluable. In It’s Not How Good You Are, It’s How Good You Want To Be, Arden identifies many of the pitfalls that creative professionals fall into, and these shortcomings eventually lead to a career which prevents one from reaching their full potential.