Dean McElwee is a veteran of the e-commerce industry. With over 20 years of global market experience in the space, he has engineered successful technology architecture, platforms and solutions for the likes of Coca-Cola, Mastercard, Nestle, Kelloggs and currently with Stanley Black & Decker, Inc., where he is Director of Global E-Commerce Collaboration. He is the author of “E-Commerce for CEO’s – What Every CEO and C-Suite Leader Should Know About E-Commerce” and is often cited as a leading expert in the field. With virtually all businesses today undergoing some form of “Digital Transformation” – and many continuously doing so – we talk to Dean about some of the key lessons he had learned to position such transformations as having the best chance of success. In particular, Dean shares his insights on how the non-technical elements of planning digital transformations hold the real key to getting them over the line successfully, and how - somewhat counter-intuitively – an excessive focus on the technical aspects of digital change is often the biggest risk factor organisations face when trying to up-skill their processes, workflows, tools and staffing resources. Dean’s book “E-Commerce for CEO’s” is now available for purchase on Amazon.