Whatever You Think, Think the Opposite

There have been many books written on good business practice. All eminently sensible. All based on logic, common sense and good manners. It is 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.

　　 "颠倒思考题"这本书大胆颠覆我们的工作观与世界观。 迥异于一般无趣的建议，作者提供极富挑战性的警语、格言、看似矛盾的道理，企图修正我们深信不疑的“常识”。 书中充满作者的原创思考、让人惊奇的奇闻轶事、精彩的摄影作品、艺术家/科学家/哲学家较少被引用的隽语，不论你从事的是销售、采购或管理的工作，必然都会得到启发。看完本书之后你将不由自主地与原来的想法决裂，不论你原来的想法是什么，或是你可能根本没有意识到自己原来有何种想法。你的自信心將大為提升，從此更勇於冒險，更樂在工作。你的自信心将大为提升，从此更勇于冒险，更乐在工作。

'Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common' Roger Kennedy, Saatchi & Saatchi Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK's most successful advertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book sold over half a million copies. He has a weekly column in the Independent and recently opened a photographic gallery in his hometown, Petworth.