{"id":4201,"date":"2023-06-19T21:29:19","date_gmt":"2023-06-20T01:29:19","guid":{"rendered":"https:\/\/www.mattwkane.com\/?p=4201"},"modified":"2023-06-19T21:29:19","modified_gmt":"2023-06-20T01:29:19","slug":"its-not-how-good-you-are-its-how-good-you-want-to-be","status":"publish","type":"post","link":"http:\/\/www.mattwkane.com\/?p=4201","title":{"rendered":"It\u2019s not how good you are, it\u2019s how good you want to be"},"content":{"rendered":"\n<p><strong>Paul Arden\u20142003<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To many people, being nice in order to be liked is more important.<\/li>\n\n\n\n<li>What you learn at school are facts, known facts<\/li>\n\n\n\n<li>FIND out what\u2019s right about your product or service and then dramatize it, like a cartoonist exaggerates an action. For example, you know a horse can jump a ditch, therefore you accept that it can jump the Grand Canyon.<\/li>\n\n\n\n<li>MOST clients are corporate people protecting their own mortgages.<\/li>\n\n\n\n<li>It\u2019s unlikely that anyone will sanction the cost of something they don\u2019t understand, therefore you have no choice but to do it yourself.<\/li>\n\n\n\n<li>The art of the art director is to get talented people to exceed their own capabilities.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Paul Arden\u20142003<\/p>\n","protected":false},"author":1,"featured_media":4202,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238,241,240,47],"tags":[],"class_list":["post-4201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-booknotes","category-business","category-creativity","category-relationships"],"_links":{"self":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4201"}],"version-history":[{"count":1,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4201\/revisions"}],"predecessor-version":[{"id":4203,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4201\/revisions\/4203"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/media\/4202"}],"wp:attachment":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4201"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}