"Humanity makes every decision in moments, then builds monuments of logic to explain why it wasn't just a feeling."

M. Eweed

M. Eweed spent close to twenty years inside Fortune500 big boys. Officially, the work was about strategy, brands, and markets. Unofficially, it became a long-running experiment in how decisions actually happen in large organizations.

Over the years he watched beautifully logical plans quietly lose to ideas that made no sense on paper—but fit how people really think, fear, and protect themselves. Spreadsheets said one thing. Humans did another. That gap became the thing he couldn’t unsee.

Today he runs three companies between London and Dubai and writes about exactly that space: the distance between what the slide says and what the customers outside the meeting room are really doing.

A former meeting room hostage

Twenty years in Fortune 500 meeting rooms taught me this: corporate logic is the alibi; emotion, politics and habit are the ones committing the decision

The Fish in The Room: Humans Don’t Buy Spreadsheets

A field guide to business decisions that look rational in hindsight and emotional in real time.

The Uncomfortable Truth Inside

You've spent your career perfecting the pitch. The data is flawless, the ROI is undeniable, the logic is airtight. And yet, you keep losing to competitors with inferior offerings who somehow just "get it."

Here's why: you've been selling to Napoleon—the analytical brain that loves spreadsheets and asks smart questions. But Napoleon doesn't make decisions. The fish does. And while you've been building cases for Napoleon, your competitor has been feeding the fish exactly what it wants: a feeling it can't articulate and a story it can justify later..

The Fish in The Room examines how business decisions really get made—through the lens of behavioral science, not management text books folklore."

70 Countries Confirm: Humans Are The Same

The Fish in The Room has reached readers in over 70 countries through major platforms including Apple Books, Everand (Scribd), Barnes & Noble, Indigo, Vivlio, Decitre, Orell Füssli, Hugendubel, Morawa, IBS, bol, Librerías Gandhi, Rakuten Books, PChome 24h, and Booktopia. Turns out, the gap between what people think drives their decisions and what actually does looks identical in Tokyo, Toronto, and London.

Whenever individuals make purchases based on emotions and then allow reason to make sense of it, there’s a strong possibility that the book has already made its way onto the shelves—or at the very least, to the screens.

Words From People Who Finally Learned To Feed The Fish:

“I read this on Everand expecting light corporate comedy. Instead I got a framework I now keep open next to my campaign briefs. Emotion First and Establish the Frame alone have saved me from at least three ‘committee-designed’ disasters. The fish in the room is still there, but now I know how to design for it instead of ignoring it.”

Omar N., Copenhagen, Denmark – via Everand (Scribd)

“For years I’ve been trying to make our team ‘more data-driven’. This book quietly asks: driven by which data, and for whose emotions? EASIEST gave me a checklist that finally matches how people really say yes: start with Emotion, lower the Ask, show Social Proof, lean on Inertia, then frame, close, and remove the risk. It’s painfully accurate.”

- Priya S., Toronto, Canada – via Indigo / Kobo

★★★★★

★★★★★

"Brilliant, practical and deeply reflective. The Fish in the Room stands out from typical business books, it blends strategy, psychology, and philosophy in a way that feels both practical and profound.
The “Napoleon riding a fish” part alone gives you an "aha" moment about the struggle that every leader, enterpreneur, salesman and marketer faces to market a product or a Service.
It’s one of those rare reads that changes how you think about why do people buy and make purchasing decisions. Highly recommended for anyone who wants to understand business and leadership beyond numbers and tactics"

★★★★★

Malek E., Dubai , UAE, via Goodreads