Carlos A. Bana e Costa (PhD, Systems Engineering) has an academic carrier as Professor of Decision Sciences at the University of Lisbon (IST, 1980-2022) and the London School of Economics (LSE, 1999-2010). He is a research member of the Centre of Management Studies of IST (CEGIST) and author of many articles in top international scientific journals. He created MACBETH (the Measuring Attractiveness by a Categorical Based Evaluation Technique), a well-known multicriteria approach to measure the value of options based on non-numerical value judgements. As a founding partner and process consultant at BANA Consulting, he has been using MACBETH in strategic decision-making processes, to help groups of managers, policymakers and other stakeholders in the appraisal and choice of public projects, policies, and strategies. A recent example is the IMPACT HTA project, develop in collaboration with colleagues of The Medical Technology Research Group (MTRG) of LSE. Professor Bana e Costa was awarded in 2018 with the Herbert Simon Award for Outstanding Contribution in Information Technology and Decision Making, by the International Academy of Information Technology and Quantitative Management (IAITQM). Professor Bana e Costa has also received the Decision Analysis Practice Award from the Decision Analysis Society and the Society of Decision Professionals.