Whatever You Think, Think the Opposite: Paul Arden

It's Not How Good You Are, It's How Good You Want To Be (2003) has sold over half a million copies worldwide.

There have been many books written on good business practice.

All eminently sensible. All based on logic, common sense and good manners.


Essential if you want to be a supermarket manager. But for those wishing to break new ground it is not enough.


Logic and common sense have a habit of leading us to the same conclusions.

If you are going to make your mark on the world you have to start thinking differently.


To think differently you have to think illogically.

Whatever You Think Think The Opposite looks at life the wrong way in a bid to explain the benefits of making wrong decisions.