In this Martech Zone Interview, we speak to Tyler Ludlow, Founder and Chief Decision Scientist of the Decision Skills Institute. In the digital era, marketers and business leaders are faced with decisions every day. Tyler provides a framework for businesses to find clarity in their decision-making. Tyler discusses what decision science is, the connection between innovation and decision science, how you actually "do" decision science, how values and uncertainties can be quantified to help drive clarity, and he provides some in-depth examples of decision-making both on a personal and corporate level that had profound impact. The Decision Skills Institute helps individuals and companies that might otherwise be overwhelmed by complexity, stress, or worry, to overcome those and take action. Tyler and his team have taken 50 years of cutting-edge research applied for decades at the world’s most successful companies and created a framework that empowers individuals to consistently make better decisions, leading to better results, faster. The Decision Skills Institute is the robin hoods of Decision Science! Special Guest: Tyler Ludlow. Sponsored By: Highbridge: With a minimum of a decade each in the technology industry, Highbridge are leading the way on helping clients maximize their Salesforce and Marketing Cloud investments. Promo Code: martech zoneSupport Martech Zone Interviews Links: Innovating with Decision Science — A systematic method to help you think outside the box and between the lines. You'll gain insights and methods to help you develop disruptive ideas, turning problems into opportunities. This is a 5-day challenge. Each day we will have a live 30-minute Zoom call and there will be a small homework assignment.Reading Recommendation: Decisive — In Decisive, the Heaths, based on an exhaustive study of the decision-making literature, introduce a four-step process designed to counteract these biases. Written in an engaging and compulsively readable style, Decisive takes readers on an unforgettable journey, from a rock star’s ingenious decision-making trick to a CEO’s disastrous acquisition, to a single question that can often resolve thorny personal decisions.