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.

The book is available now everywhere book are sold.

Learn the 3 Strategies to Level Up Your Decisions in 2022

1. Problem Solving

It doesn’t matter how sophisticated or effective a strategy is if it’s focused on the wrong problem. Learn how to tackle the correct problems and avoid spinning your wheels.

2. Turtleneck Principle

We spend far too much time trying to determine what to wear, what to eat, and what to do, instead of making the decision once and for all. Learn the power of routines and systems.

3. 3 Os

For the important few, learn the 3 Os framework. You don’t need 6, 7 or 8 steps. You just need to figure the ideal Outcomes, the best Options and how to proactively tackle Obstacles.

What Readers Are Saying


Great read. This book has helped me open my eyes to different areas of my life that's need to refocus.

Joshua Billington

Ruben has produced a tour de force that uses multiple examples to illustrate his beliefs in the components of successful decision-making and the importance of integrating these in all situations.

Carolyn Davis

Bulletproof Decisions empowers executives to be successful decision-makers. Its insights will prove valuable to those who lead teams—including when it comes to deciding which decisions a person should make themselves, which they should delegate to others, and how they might delegate in a way that equips their team to succeed.

Melissa Wuske

Quite a good read to check if you struggle with prioritization of decisions and often get stuck in situations when your input as a leader is required.

Darya Yegorina

A universal premise and thought-provoking introduction from a data practitioner. Perception over control of our decisions means that we should spend time understanding how the skill of decision-making can be improved.

Celeste Johnson

A wide-ranging, helpful guide to formulating effective decisions.


This book is compact, but the wallop it delivers is massive, and I'd imagine many leaders and leaders in the making will appreciate all that Ugarte brings to the table, wherever that may be.

Asher Syed

This book provides detailed strategies to be better at decision-making. By utilizing real-world examples both in business and politics, the author demonstrates the steps that were taken, the thought process behind it, and strategies to replicate the good decisions and avoid the bad.


Level Up Your Decisions in 2022

Preorder your copy of Bulletproof Decisions: How Executives Can Get it Right, Every Time

Bulletproof Decisions: How Executives Can Get it Right, Every Time