Table of Contents

1. 35,000 Reasons Why You Need This Book
2. The 5 Forces Behind All Decisions and Why You Gravitate Toward Some
3. Before You Decide, Choose a Problem Worth Solving
4. The Turtleneck Principle for Making Decisions Once and for All
5. Using the 3 Os Framework for the Critical Few
6. Knowing What’s Best, When to Decide, and How to Tell Them Apart
7. Behind the Scenes to Some of the Most Important Decisions
8. The 7 Pillars of Effective Decision Making for Individuals & Teams
9. Understanding Why You Made the Wrong or Right Decision
10. Trusting Your Gut in a World Ruled by Data

About the Author

Ruben Ugarte is a Data Strategist at Practico Analytics, where he has worked with 75+ companies from 5 continents and all company stages, including Cornell University, Jive, Destination BC, and Circle. He has helped them use data to make higher-quality decisions and unlock hidden insights.

For example, one of his clients is the British Columbia government, who needed help sorting through all their data to determine how to adapt their tourism marketing due to COVID-19. Another example is Paymark, which is the largest payment processor in New Zealand. They needed help figuring out how to best support their small merchant clients as they dealt with ongoing lockdowns.

All his clients need to make decisions with limited resources and rapidly changing conditions. Ruben provides them with pragmatic strategies and frameworks that work in the real world. These are the same ideas that will be covered in this book.

He also maintains a popular blog that has been read by over 100,000 readers. Ruben’s ideas and work have been featured in industry-leading blogs, such as ConversionXL and Openview Labs. He resides in Vancouver, BC, and spends his free time exploring new bike routes.

Reviews

"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, reedsy.com