Hi, I’m Ruben Ugarte
I help leaders and their team get unshakable decision confidence even in the most uncertain and volatile conditions.
If you’re new here, you can start with latest essay ideas, the weekly newsletter or the latest offers.

Featured In:






How I Can Help You Make Better Decisions

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
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 ™
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

The Best Time to Train Decision Confidence
In the small Greek island of Paros, you still find reminders of one of his greatest poets. Archilochus, born around 680 BC, is known to us as one of the first poets to talk about his own experiences and emotions. I know him because he’s the author of one my favorite quotes which is as…

The Secret to FDR’s Success? Decision Confidence
When Franklin D. Roosevelt became president in 1933, the United States (and the world) was going through one of the worst economic crises in history. The Great Depression, as we know it today, was in full swing. For some people, the depression had actually arrived years before FDR took office and they were eagerly waiting…

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.