Ruben's Early Story
Ruben Ugarte has been thinking about strategic decisions ever since he was a little boy, though he didn't call it that. He grew up in Honduras, a small country in the heart of Central America, where he spent countless hours daydreaming and creating completely different worlds in his mind, the essence of strategic thinking.
His fondest memories include walking around his family’s house with his dog—a cocker spaniel named Princesa (Princess in English)—trying to understand the world around him, down to the smallest plant.
Even as a kid, he was already thinking of how to help others. He once asked his parents if he could build a treehouse atop this massive mango tree in their backyard. When they asked him why he wanted a treehouse, he replied, “to see clients.” It’s not quite clear why this 8-year old was seeing clients but the seeds for his future work were present.