The core messages of "Stop Blaming the Fish" are to know thyself and to take responsibility for you actions. It helps people to understand the self-defeating effects that their personal traits have on their negotiated outcomes. The readers are then guided to create corrective action plans to facilitate them to become a markedly improved negotiator. The people who we have read it realize which of and how their unconscious behaviors can destructively impact their ability to negotiate, and then are able to control them prescriptively to become successful and effective negotiators.