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).