In the search for physics beyond the Standard Model (SM) of particle physics, heavy beauty particles provide important information. The large amount of data gathered by the B factories and the LHCb experiment allows testing the SM with high precision, probing scales much higher than the reach of direct searches at the LHC. But this can only be achieved by combining the data with precise and reliable theoretical predictions. We have already encountered instances where data and theory did not match: “puzzles”. These could be the first sign of a new interaction, or just a misinterpretation of the data. In this talk, I will discuss specifically the Vub puzzle and the anomalies we encounter in rare decays. I highlight the possibilities and challenges for inclusive decays and the opportunity to do such measurements at LHCb. Join Zoom Meetinghttps://infn-it.zoom.us/j/97627034866?pwd=5j5OmxALfmb0WUqCzhD6aHe3XrEM12.1Meeting ID: 976 2703 4866Passcode: 293509