Start Here

Hi, I’m Ruben Ugarte

Welcome to my online home! Every week, I write about the intersection of decisions, business, data, and much more. I’m fascinated by how the best companies operate and what lessons we can extract from our past.

I send a free weekly newsletter called the Growth Needle. It covers my latest thinking and ideas alongside any relevant links and resources that I came across during that week. Word for word, it might be one of the impactful resources you read on any given week. If interested, you can sign up below.

I have written two books, Data Mirage: Why Companies Fail to Actually Use their Data (202) and Bulletproof Decisions: How Executives Can Get it Right, Every Time (2021). Both books build upon the topics mentioned above and are filled with contemporary and historical examples. You can buy either book in multiple formats wherever books are sold.

For shorter essays, I would recommend that you start with any of the following options:

I’m on a mission to help others make better decisions, become more strategic, and understand our fast-changing world. Besides writing, I work with the most innovative companies globally and help them dramatically improve the decision-making processes within their organizations, teams, and individuals. I have done this across five continents, in three languages (English, Spanish, and Italian), and with over 80+ companies. If you’re interested in working together, get in touch.

I live in Vancouver, Canada and I spend my days exploring nature with my Golden Retriever. In the summer, you can find me biking around the city, looking around for hidden coffee shops. I love learning languages, outdoor sports (in the summer), and deep conversations. If you’re ever in the area, reach out!

You can also find me on Twitter and if you want to email me, send a note to



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.

“A trusted advisor that can help you tackle your toughest challenges”

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 data we were seeing. We need an expert and Ruben was a fantastic partner

– Hunter @ Mountain Goat Software