Some of the finest minds in Detroit had collaborated on the new car. The marketing staff had identified the proper niche. The design team had incorporated state - of - the - art features carefully calculated to stir the imagination and set hearts thumping. And the new car was to be proudly named after the founder's late son - a long time company executive. The car was introduced with much fanfare, and sales promptly went... nowhere. The market niche wasn't quite as large as it had looked. The futuristic design quickly became the object of ridicule and the punchline of jokes. And the very name "Edsel" entered the nation's vocabulary as a synonym for an expensive, funny - looking failure. Being in business means making decisions. And regardless of what you do for a living, in the course of a year you probably make hundreds - if not thousands - of decisions that affect your future and that of your company. While the consequences of your decisions may not be as earthshaking as those that led to the development of the Edsel, learning how to make the right decisions - and how to make them quickly and confidently - can save you and your company time, money, public humiliation, and more. In this highly entertaining and useful audio program and interactive workbook, popular Nightingale-Conant contributor Roger Dawson takes an in - depth look at the decision - making processes used by American business. He tells stories such as the one behind the Ford Motor Company's decision to market the Edsel. And he uses other "decision - making disasters" to help you improve your own decision - making abilities. Are you a Bull? An Eagle? A Bee? Or a Bloodhound? In Confident Decision Making, Roger Dawson uses a series of incisive exercises to help you define your decision - making style.