Hi, I’m Ruben Ugarte
I write, send a weekly newsletter and advise the most innovative companies globally on how to dramatically improve the decision-making processes within their organization, teams, and individuals.
Learn more about me on the “Start Here” page.

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How I Can Help You Make Better Decisions
Advisory
Advisory provides you with access to just-in-time advice and a strategic sounding board when you need it by Zoom, phone, email, text, and when mutually convenient, face-to-face.
Training
Training provides your team with strategic ideas, best practices, and cutting-edge tactics. We can do it through keynotes, workshops, and other formats.
Coaching
Coaching provides you with tangible behavioral help, and we can work on adopting your internal best practices, making rapid decisions, and establishing a culture of growth.
Audits
Audits help you diagnose where your team is excelling and where it can get even better. All audits can be done in less than 30 days in-person or virtually.
LATEST Essays

The Beauty of Minimum Viable Decisions (MVDs)
Startups often talk about their MVP with pride. The culture exported from Silicon Valley has taught everyone that a poor-looking—and barely functioning—product is the way to go in the beginning. The idea works well, and you can find many successful companies with embarrassing early releases. The MVP approach made me think we need something similar…

FOMO Is Disastrous for Company Strategies
One of my favorite summer activities is the food markets that pop up throughout the city. I recently attended one of the largest and the market was bustling with people, smells, and an undeniable laidback summer vibe. I was surprised to hear how much FOMO (Fear of Missing Out) my friends were experiencing. Most of…

Three Strategies for Beating (and Preventing) Decision Fatigue
Imagine stepping out of a bar into the pouring rain and waving goodbye to your friends. You pull up your phone to call an Uber, but it’s dead. It always seems like your phone dies at the worst moments. You now have to hail a taxi or walk home in the rain. Our ability to…

The Power of Framing Decisions
How you frame a decision matters. If you want to see this idea in action, pick up any major newspaper. There are countless stories of businesses struggling due to staffing issues. The pandemic has knocked out a significant portion of the workforce, and there’s another portion that is reconsidering their entire careers. All of this…

How to Make Decision-Making Effortless
The coolest thing about the wearable revolution is its impact on fork decisions through nudges. We face fork decisions every day. Should we go to the gym or stay home? What’s the best response to the prospect’s objection, counter it directly or ask for more information? What action should we take based on the latest…

Deciding to Sell Shovels as a Strategy
Who would have thought that a dead children’s book author would become the biggest content partner to Netflix? That’s what happened after Netflix spent $700 million acquiring the rights to Roald Dahl’s books. To be fair, his children’s books aren’t unknown. They have sold more than 250 million copies and feature well-known characters such as…
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.