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Stories To Tell is a full service book publishing company for independent authors. We provide editing, design, publishing, and marketing of fiction and non-fiction. We specialize in sophisticated, unique illustrated book design.

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John Sargent, CEO of Macmillian Publishing on Making Decisions

Biff Barnes

How do you make critical decisions?

John Sargent, CEO of Macmillan Publishers, presented his answer in an inspirational TED Talk in New York City last week.

He focuses on making critical choices when the outcome is unknowable, as Sargent out it, on “…making decisions that you don’t have historical context and you don’t have information that is useful in making the decision.”

Ultimately, says Sargent, you must decide whether you will experience the unknown, or whether risk is too great.

He frames the talk with his own decision to join other major publishers in working with Apple to create the iBookstore for ebooks.

Click here to view the video.

For more on the outcome of the decision read our post What Should an E-Book Cost? Who Should Decide? And the Wall Street Journal’s report U.S. Judge Rules Apple Colluded on E-Books

What do you think about Sargent’s advice on decision making?

What do you think about the decision Sargent made?