The person
behind RAW.
I'm Ahmed Adel — a sales leader in the GCC life-sciences industry, and the person writing everything here. For about seven years I've sold complex technical products to scientists, lab directors, and procurement teams across the UAE, Saudi Arabia, and Oman. Before that, a chemical engineering background and stints at companies like Abbott Diagnostics taught me the technical half. The customers taught me the human half.
Most recently I built a laboratory division from nothing — onboarding more than ten principals in the first few months and turning a blank slate into a working pipeline. That experience is where most of what I write comes from: not theory, but the deals that closed, the ones that didn't, and the difference between them.
Why "RAW"
Sales content online is mostly performance. Polished hooks, recycled "hacks," everyone sounding like the same confident stranger. I find it useless. So I write the opposite — the unprocessed version, including the parts that don't make me look clever.
"RAW" also comes from photography, which is my actual hobby. I shoot in RAW format: every detail the sensor captured, nothing compressed away, nothing faked. The longer I've done it, the more I've noticed it makes me better at my job. Slowing down to frame a shot is the same muscle as slowing down to actually hear a customer. A hobby isn't a distraction from sales — for me, it's where the patience comes from.
Sell like you mean it. Shoot RAW.
What you'll find here
Three kinds of writing: method — how enablement, growth, and closing actually fit together; reviews — tools, tactics, and ideas examined through my own lens; and Stirring Controversy — the takes I think need saying even when they ruffle the feed. If selling without the gloss sounds like your thing, the newsletter is the best way to keep up.