Explore the world's #1 largest database of ideas and innovations, with over 400,000 inspiring examples.
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Join over 200,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes & Workshops
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Futurists
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Get answers to common questions about Trend Hunter.
Stay on the cutting-edge with the help of the Trend Hunter community.
Meet the team trusted by hundreds of leading businesses worldwide.
Find opportunities to accelerate your career with the #1 Trend Firm.
Grow your professional skillset in an award-winning workplace.
Catch up on noteworthy Trend Hunter news and media mentions.
Build a portfolio and put your trend-spotting abilities to the test.
Supercharge your marketing by partnering with Trend Hunter.
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
World Summit
Join the world's top innovators at our 3-Day Toronto event.
Innovation Events
Explore our 2020 tour dates and find the best city to inspire your team.
Custom Events
Host a custom innovation conference in your city that will inform and inspire.
Custom Training
Bring the Future Festival experience directly to your team with custom training packages.
Search our database of over 390,000 cutting edge ideas.

National Post: Jeremy Gutsche Discusses the Book "It's Not How Good You Are, It's How Go

— September 18, 2009 — About
Jeremy Gutsche was recently approached by the National Post to answer a single question of what book he thinks that all students should have to read before they graduate high school. In the article, Jeremy explains why Paul Arden’s “It’s Not How Good You Are, It’s How Good You Want to Be” is his personal top pick and how it influenced his own book EXPLOITING CHAOS.

The Unread: Jeremy Gutsche on Paul Arden’s “It’s Not How Good You Are, It’s How Good You Want to Be”

By Brad Frenette

With September here and class back in session, The Afterword asked several Canadian authors to answer this question:  If you could add one book to the high school curriculum – a book which students couldn’t graduate with until it was read – what would it be, and why?

Here, Jeremy Gutsche discusses his pick for the curriculum: “It’s Not How Good You Are, It’s How Good You Want to Be” by Paul Arden.

With its half visual, half text design, this book is a captivating digest of inspiration.  Arden’s message is about framing your perspective in a positive light and setting your aspirations extraordinarily high.  He teaches readers that they don’t have to become a cog in a wheel and that ambition and determination can have monumental results.  Plus, he’s entertaining.  His subtitle notes “The world’s bestselling book by Paul Arden” … because at the time, it was his only book.

For context, Arden spent the majority of his life at the top of the ad world as the creative director at Saatchi & Saatchi.  His unique outlook helped define many of the largest ad campaigns that we recognize today.

The visual design of Arden’s book was my inspiration for Exploiting Chaos.  Each page of text includes visual imagery and a bullet point takeaway.  The text is colorful, concise and bold.  This format is far more suited to the way that the internet has conditioned younger generations to read.  The end result is that Arden created a book that you leave on your coffee table and pick up any time you want to think big or dream your path to the next level.