Por: Ing. Walter Casquino, profesor de Ingeniería de Minas, Universidad Continental. AbstractDepending on the subject and opportunity, the decisions we make can be routine in nature or of great significance. Therefore, we have several resources and procedures to help us act individually or as a group and we will try to develop them. Focusing on the business world, we could say that there are two defined scenarios: the discretionary system and the non-discretionary system. The first one uses, as a priority, discretion, reasoning or personal judgment which, in turn, depend to a great extent on the school and the values learned from life experience. The non-discretionary path is geared towards meeting existing rules and regulations, which facilitate decision making. However, it is impossible to think that all decisions can be systematized, since new and unexpected external conditions will always arise. In the modern world, social image and reputation are increasingly valued economically, which depends on subjective factors such as ethics, fairness, sustainability, public participation, care for the environment, and social responsibility and inclusion.