Publishing must dare to risk the terrible possibility of misjudging the market, of losing out to a competitor, of investing in the wrong thing, acting too soon, or too late. It must fight the fear of the risk of risking more than money: reputation, integrity, honesty, belief, solidarity, publishing values. If not this risk now, then when, and what risk it is that’s worth the risk.
Courage comes too late when there is long pause in which such questions can be asked. And integrity works through fact, fiction, humour, gravitas and clarity. Eventually it may rely on letting go, drowning the book, seeing what happens when the old powers have gone.