Hi, I’m Ruben Ugarte

I help leaders and their team get unshakable decision confidence even in the most uncertain and volatile conditions.

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How I Can Help You Make Better Decisions

Develop Unshakable Decision Confidence
Develop Unshakable Decision Confidence

I’m hosting a 90-minute virtual event on Tuesday, February 28, 2023 where you will learn exactly how to build your Decision Confidence, how to help others do the same, how to find more profitable decisions and much more.

The event will be interactive and will include plenty of “air time” to go through any specific questions or situations you might have. A recording will be available within 48 hours.

9 Decisions in 90 Minutes Roadmap
9 Decisions in 90 Minutes Roadmap

I’ll spend 90 minutes with your organization helping you make progress (or solve entirely) your 9 most important decisions including Decision Confidence.

In the past, organizations have used the time together to tackle decisions around key hires, strategy, conflicts and much more.

You will also learn the process for how to tackle decisions rapidly and walk away with clear action steps.

Ruben’s Just-In-Time (JIT) Advisory
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

Ruben helped us lay the proper foundation for different projects by guiding us on the best practices for making better marketing and product decisions with data.

Richard Chimelis Founder

Radan Dabetic

Before working with Ruben, we had some data in our admin panel but did not have all the KPIs we wanted and needed. No dashboards, no KPIs, a little bit of Mixpanel, and just our numbers.

Ruben helped us with the planning, strategy, and implementation of our data tools and dashboard. We selected all the tools in a modern data stack and worked on getting everything connected.

We have a much clearer picture of how our product is doing out in the market. So some of the numbers are just more of a confirmation of our feeling, but there are a lot of figures and then KPIs, which are more of a surprise that we didn't know.

Radan Dabetic

We had an absolute abundance of data available to us through and we didn't know what to do with it and we didn't know how to turn it from a lot of data into actionable decisions and tangible for us to learn as a business, but also for our customers to learn. Ruben helped us create dashboards for our own business insights but also for our vendors and our users. I'm sure we'll work with you again in the future.

Orrin Benford CTO

A.J. Elliott

I've always brought Ruben in as a great resource whenever I have projects or unique clients with specific funnels requiring more advanced setups.

Everything from setting up at the high level, best practices, project scopes, getting things organized at the high level, and diving into the weeds with developers.

I appreciate having Ruben as a resource, and it's been great working with him over the last few years, and I look forward to the projects in the coming years.

A.J. Elliott

Working with Ruben from Practico has been crucial to our business. He started by helping us audit our Google Analytics setup and found critical setup issues that affected our reporting. He then worked with us to sort through our data and helped us create our core reports while avoiding the sampling issue in Google Analytics.

Having him as an expert resource made it easier for our team to understand exactly what our users were doing and how we could present this information to our stakeholders.

Ruben helped us design a strategy for our company that could help us accomplish our short term goals while laying a solid foundation for the future. Internally, we understood deeply how to make our product better but we lacked expertise in data and effective decision-making.

Gaston Blanchet Head of Growth

Ruben helped us understand how our app (Insights) was performing and how this would affect our redesign efforts. After launching our v2, we were able to see exactly how our users were adopting our new product and the impact of our redesign instead of assuming that something worked or didn't worked. He also served as trusted advisor for our company and always responded quickly to requests or questions.

Saisai Wright Product

Blair Ryan

Ruben always delivered at least as much as expected, but almost always more than expected. I'm not a founder here, but I'm a serial founder my whole life, and those people who do that are the ones you like to need to surround yourself with. So that's where the success comes from. So it's been a great help and a blessing, I'd say, to have you around.

Blair Ryan

Before we started working with Ruben, we had struggled to convert our data into actionable decisions. Ruben helped us sort through our priorities, our technology, and our capabilities for our multiple products. Our team is now able to make confident decisions on how to best improve our products for our users.

Paul Greenberg CEO

Hiba Ganta

Immediately we saw this significant buy-in from the organization and just consistent usage of the reports we were building. Our clients are happy with the type of insights and answers they're getting from their data.

Overall, happy with the results Ruben provided us with. We loved working with him, and I'm sure we'd love to work with him again. So thank you so much for everything the company has been left with at this point.

Hiba Ganta

Ruben helped our engineering team stay focus on the thing we do very well: building a great product. Ruben helped us decide what technology could make our lives easier over the long term, and he helped us make the right decisions during the implementation.

John Rush CTO


Ruben was essential for our implementation of a fully functioning analytics program within our company. Without our own in-house data expert, we could not have set up our analytics program without Practico. They started by helping us to analyze all the metrics we were currently tracking across the company, and what data we wished we were tracking. They then helped us to drill down and determine which metrics were essential for the stage of growth we were at. Finally, they helped us to design an automated system for tracking the data from all the disparate sources that our B to C company was dealing with. I cannot recommend them more highly.

Chris Boas Founder

Ruben helped us understand the weaknesses in how our team was making decisions using data and prepared a strategy that would allow us to solve these challenges and level up your decision-making capabilities. I would highly recommend Ruben to any company that needs an outside perspective on how to solve critical issues like hiring the right people and selecting the right technology.

Sam Magnant Finance & Strategy

Before we got hooked up with Ruben, we had several questions that we were trying to figure out and didn't have complete confidence in the decisions we were making. We need an expert and Ruben was a fantastic partner. We achieved all of what we outlined in the project, and we're very happy with the results.

Hunter Hillegas CTO


The Best Time to Train Decision Confidence

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The Secret to FDR’s Success? Decision Confidence

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Why Dogs Have Perfect Decision Speed

I was talking to a neighbor and her dog yesterday while holding a bag full of groceries full of tasty food like a BBQ chicken and rosemary ham. Her dog—which looks exactly like Scooby Doo—came over and instantly tried to take the ham out of my bag. As I tried to move the bag away,…

Doubling Decision Speed Without Betting the Farm

The primary argument I hear against increasing the speed of decision-making is one of quality. Companies, rightfully so, are concerned that if they rush through important decisions, they will get them wrong. Hiring the wrong person can be even more painful if you have to let go of that person. Settling on the wrong strategy…

The Underrated Metric Every Organization Needs

In 1983, Howard Schultz made a fateful trip to Milan. He had recently joined Starbucks as the Director of Retail Operations and Marketing, a company who was primarily focused on selling whole beans to coffee shops. Schultz fell in love with Italian coffee bars—places where Italian communities would gather—and he urged the Starbucks company owners…

How Disney Found More Profit in the Magic Kingdom

I have written all week on how profit is hot again and my cheat sheet for finding more profitable decisions in your business. Today I want to show you a real world example of a company doing this really well. Disney is the behemoth of the entertainment world. Box office hits, Disney parks, TV shows…

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.