A book by Mohamed Eweed
Humans don’t buy spreadsheets.
The Fish in the Room shows why brilliant pitches lose to worse stories, and why companies that run on data still decide on feelings.
Available in 70+ countries
Perspectives on how decisions really get made
Why your best pitch keeps losing to a worse story
Your deck was right. Your numbers were right. The room still said “let’s think about it.” Here is what was actually deciding.
Read moreNobody wants to unlock anything. Everybody wants to keep.
Why “keep your playlists” beats “unlock five thousand new shows”, and how to use that without lying to anyone.
Read moreThe bread maker that existed only to be compared
Why the first number anyone sees quietly decides what everything else is worth.
Read moreYour customers don’t remember your service. They remember the last five minutes.
Memory keeps highlights, not averages. Design the ending, because it writes the whole story.
Read more
About Eweed
Mohamed Eweed is the author of The Fish in the Room: Humans Don’t Buy Spreadsheets. He spent twenty years inside global healthcare and consumer corporations, watching how decisions really get made, and has founded four companies, the first at 22.
He writes about the gap between how business says it decides and how people actually do.