Here’s a focused list of **communication and creativity tips from Paul Arden**, based on *It’s Not How Good You Are, It’s How Good You Want to Be* and *Whatever You Think, Think the Opposite*. Arden’s style is visual, bold, rule-breaking, and built around **clarity, courage, contradiction, and standing out**.

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### **1. Be Clear, Not Clever**
Arden says cleverness is overrated—clarity wins.  
**Tip:** Say the point simply. Use bold, direct statements.  
> “Bad ideas lead to good ideas.”  
> “Don’t seek praise. Seek criticism.”

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### **2. Say the Opposite of What’s Expected**
He flips the default to make people think.  
**Tip:** Instead of “Don’t fail,” say:  
> “Fail early. Fail better.”  
Inverts get attention.

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### **3. Start Before You’re Ready**
Arden’s rule: *You don’t need permission or perfection.*  
**Tip:** Don’t wait to be qualified. Start communicating. Improve as you go.  
> “The world is full of people waiting to be asked. Don’t wait. Show up.”

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### **4. Speak in Bold, Visual Language**
His work is filled with striking statements that paint pictures.  
**Tip:** Don’t say “we’ll improve conversion rates.”  
Say:  
> “We’ll fix the leaks before the ship sinks.”

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### **5. Use Contradiction to Create Depth**
He thrives on paradox.  
**Tip:** Say two truths that seem to conflict—then resolve them.  
> “Play it safe. But take huge risks.”

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### **6. Make the Message the Hero, Not the Format**
He taught in advertising: the medium is just a tool—the message must hit.  
**Tip:** Don’t obsess over slides, decks, or templates. Focus on what the words **do**.

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### **7. Sell the Dream, Not the Process**
Clients and audiences want impact, not instructions.  
**Tip:**  
> “Don’t say how it works. Say how it changes lives.”

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### **8. Keep It Short So It Lands Hard**
Arden’s most powerful pages have 3–7 words.  
**Tip:** Boil your message down until there’s nowhere to hide.  
> “Fail. Then fix.”  
> “Don’t take cover. Take risks.”

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### **9. Use Repetition to Brand the Idea**
He repeats a theme visually and verbally.  
**Tip:** Repeat your message using different forms:  
- One sentence  
- One image  
- One contrast  
- One story

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### **10. Turn Doubt Into Your Style**
He embraced uncertainty and turned it into boldness.  
**Tip:**  
> “I’m not sure this will work. That’s why it’s worth doing.”  
Lead with honesty, end with courage.

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### **11. Break the Rules—Loudly, and on Purpose**
He believed good communication often requires rule-breaking.  
**Tip:** If the message is too safe, it won’t land. Try what feels uncomfortable.

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### **12. Speak With Urgency**
Arden’s writing always feels like **it has to be said right now**.  
**Tip:** Cut “maybes” and “somedays.” Say:  
> “You need to do this now. Or lose.”

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### **13. Ask Questions Instead of Giving Orders**
He challenges the reader constantly.  
**Tip:**  
> “Why are you waiting?”  
> “What’s stopping you?”  
Use questions to spark action—not lectures.

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### **14. Treat Mistakes as Material**
He says screw-ups are your best content.  
**Tip:** Tell the story of the failure and what came after.  
It’s more persuasive than bragging.

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### **15. Never Be Boring**
He believed the worst thing in communication is being safe, dull, or forgettable.  
**Tip:** If your message sounds like everyone else, tear it up. Start again. Say it like *you*.

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Want more from Paul Arden? Or ready to shift to someone like Hormozi, Jocko, Naval, Patrick Bet-David, or someone else?