Hi, I’m Ruben Ugarte
I write, send a weekly newsletter and advise the most innovative companies globally. Learn more about me on the “Start Here” page.

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How I Can Help You and Your Company
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 experimentation.
Audits
Audits help you diagnose where your team is excelling and where it can get even better. We can run audits on your data or your decisions. Both can be done in less than 30 days.
LATEST Essays

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…

Two Ways of Discovering More Insights in Your Data
Discovering insights in your data requires two distinct modes of data analysis: wandering and navigating. Choosing the correct mode can save you significant time and effort. One day, I coined these two modes while walking my Golden Retriever, Remy. As you can imagine, we go on multiple walks per day in the hopes of burning…

Predicting the Future Using the Visible-Invisible Pattern
Predicting the future is difficult, but the Visible-Invisible pattern can help you peek ahead. Ideas transition from visible to invisible over time as they become deeply ingrained in our society. You can see it play out in religion, science, and technology. Let’s use AI to show how the pattern works. There is invisible and visible…

Cabos, Mexico: Where the Desert Meets the Ocean
Cabos is one of the places where you will never forget where it is once you see it on a map. It is where opposites–the sea and the desert—come together beautifully. I recently visited Cabos on a personal vacation and fell in love with it. It was my first time traveling to Mexico, and I…
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.