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Book Review: Begin at the End by Jeremy Sable

Begin at the End: The Modern Day Guide to Decision-Making by Jeremy Sable is a timely response to a problem many of us feel but struggle to identify: decision fatigue in a world that never pauses.

He doesn’t offer abstract frameworks or motivational clichés, but rather a practical system rooted in real-world experience. He has spent a decade in mission-critical consulting where decisions aren’t theoretical, they’re consequential.

His goal in writing this book is clear:

“This book is for anyone who is facing tough decisions, feeling stuck, or just looking for a better way to think things through.”

The Core Idea: Outcome-First Thinking

The premise is simple yet powerful. We need to stop reacting to the options in front of us and start anchoring every decision to the outcome we actually want.

This Outcome-First approach flips traditional decision-making advice on its head. Instead of weighing endless pros and cons, Sable encourages clarity first—defining success before choosing a path. The result is faster, more confident decisions with far less mental noise.

What’s Inside the Book

The book is divided into four clear sections:

• Part I: Framing the End
• Part II: Navigating the Messy Middle
• Part III: Making the Call
• Part IV: Becoming a Decision Maker by Design

Key Highlights

Part I, Chapter 1: Outcome-First Thinking
Sable immediately addresses artificial intelligence, noting that AI will increasingly influence both personal and professional decisions. While AI can provide predictive analytics and real-time simulations, it can also begin to make decisions for us if we aren’t clear on our goals.

“AI is not your enemy, but it’s not your decision maker either. You are.”

Part I, Chapter 5: Generate Better Options — Decision-Making Under Pressure
When faced with two bad options, Sable challenges readers to create better ones. He uses Tyler Perry as a case study: when told his work wasn’t mainstream enough for Hollywood, Perry didn’t conform or quit, he built his own studio.

“So the next time you’re told it’s either A or B, remember—you are writing the test, not just taking it.”

Why This Book Works

Sable acknowledges the speed, complexity, and constant pressure of modern life and designs his approach accordingly. The writing is clear, direct, and refreshingly free of jargon. He reinforces concepts through illustrations, case studies, and interactive exercises, with each chapter ending in summaries and key takeaways.

Several chapters also explore how artificial intelligence fits into modern decision principles, making the book especially relevant right now.

Final Thoughts

For readers who feel overwhelmed or paralyzed by choice, Begin at the End is an effective antidote. It restores agency and focus by reminding us that better decisions start with knowing where we want to go.

Looking for fresh decision-making ideas? This book is worth making your next guide.

“Whether in markets or in life, if you wait for perfect signals, you’ll miss the opportunities that come from moving forward with intention, even when the picture is messy.”

*Thank you to Jeremy Sable for the gifted copy for review consideration. I haven’t been compensated for this review and all views and opinions expressed are my own.