"Whatever You Think, Think the Opposite," by Paul Arden is one of the most inspiring and innovative books I have ever come across. It's a keepsake that I always return to when I find myself straying to the "dark" side of convention. This book emphasizes the importance of taking risks and discarding the notion of always having to make the right decision, and in doing so discovering something new or finding a better approach. Paul Arden was the Executive Creative Director of Saatchi & Saatchi in the 80's and was the mastermind behind many formidable advertising campaigns of his time. Now the late, Paul Arden, who was a modern day cowboy and created other books equally as important. For me this book will always be a timeless classic. So here we go, "time to rock the boat!"