Hi, I’m Ruben Ugarte
I help leaders and organizations create their future by making more innovative decisions.
If you’re new here, you can start with latest essay ideas, the weekly newsletter or how to work with me.

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How I Can Help You Make Superior Decisions

Workshops, Training and Speaking
I can design custom training and workshops for your team and help you make better decisions.
The training can cover a wide range of ideas including decision speed, frameworks, dealing with risk, strategic decisions and more.
All training includes personalized examples from your own company to ensure the ideas resonate with your team, can be rapidly applied internally and are highly pragmatic.

Sentient Strategy®
I’ll help your organization and team formulate an effective strategy in six hours, in-person or remotely.
Don’t spend weeks or months formulating strategies that are out of date as soon as you put the finishes touches on the document.
Bring together your management team and think boldly about the future. You will also learn how to maximize the success of the strategy implementation and what common pitfalls to avoid.

Ruben’s Just-In-Time (JIT) Advisory ™
Work with me to build your Decision Confidence in real situations over 90 days. The JIT Advisory™ provides your with rapid advice on your most difficult situations and decisions.
Get an objective sounding board, accountability and support when you need it the most.
This is the best way to build your Decision Confidence over the long term for yourself and your team
LATEST Essays

Do You Need Hot Coals to Decide?
When I was younger, I was into Tony Robbins. I loved the motivational stuff and even attended a couple of his events. I never got the chance to do the famous (or infamous) hot coals though. I have walked on hot beaches so perhaps I already know what it feels like. As I got older,…

How to Create the Future by Riding Existing Waves
I love the idea of creating the future. I have been thinking about this idea since I was kid though I never called it “creating the future” or “innovation”. There’s many ways for organizations to create their own future but I wanted to show you one tool that I have found incredibly effective. It starts…

Are You Making Innovative Decisions?
Innovation has been the driving force of our economy since WWII. Executives in every boardroom have heard the requirement to be “more innovative”. Many organizations have even put the word “innovation” on their wall, hoping the physical representation of the word will motivate employees in the right direction. It is true that innovation is how…

Are You Making Decisions Quickly Enough?
Making decisions rapidly is the biggest factor that organizations can improve. A study by McKinsey discovered that only 48% of participants believed their organizations make decisions quickly. Think of the time wasted by not deciding! Slow decisions are a serious detriment in a world that changes quickly. Ideas can become popular in weeks or months…

Are You Making Up Problems?
So much of what goes on in the world isn’t actually a problem. Take AI, everyone’s favorite topic. I see so much angst as to what could happen if AI “takes over” society, whatever that means. Job displacement, economic slowdown and catastrophe. However, these are predictions, not reality. Even helpful technologies can actually backfire. Look…

You Can’t Scapegoat Yourself to Success
I love watching the NBA. In truth, I love watching Lebron James play and I’m always cheering for whatever team he is in (currently the LA Lakers). NBA teams operate under a higher pressure environment where anything less than a championship is considered failure. Of course, only one team can be crowned champion every year…
You Make 35,000 Decisions Every Day. How Many Do You Get Right?
We are told from a young age that we should strive to make the right decisions, but we aren’t taught how to do this. I’m excited to announce Bulletproof Decisions: How Executives Can Get it Right, Every Time to help business leaders close this gap. Download chapter 1 for free using the form below.