It's Not How Good You Are, It's How Good You Want to Be
Paul Arden's short book of advertising and career advice, laid out like a piece of design work: big type, one idea a spread, images doing as much as text. Arden was creative director at Saatchi and Saatchi, and the argument is that ambition and willingness to be wrong matter more than measured talent. It takes about half an hour to read and is quoted constantly in design and advertising circles. More provocation than method.