In this podcast episode, Kiri speaks with Dean Mcelwee, Director of Global eCommerce Collaboration at The Stanley Black & Decker, and the author of "E-commerce for CEOs.". In this episode, the discussion centered on the importance of educating and influencing executives about e-commerce. Key tips included understanding executives' perspectives, tailoring communication styles, and emphasizing the benefits for the business. They talked about content's role in influencing buying decisions and the challenge of convincing executives unfamiliar with online shopping.  Strategies for positioning e-commerce opportunities and the potential gains from advocating for e-commerce within a company were explored.    In today’s episode, Kiri and Dean discussed:   The importance of educating and influencing executives in a company about e-commerce. Tips for effectively educating and advocating for e-commerce within an organization, including understanding executives' perspectives, tailoring communication styles, and stressing the benefits for the business and brands. The significance of demonstrating the role of content in influencing purchasing decisions, especially for showrooming customers. The challenge of convincing executives who may not have much personal experience with online shopping. Strategies for positioning e-commerce opportunities within a company, including commercial opportunities, marketing opportunities, and customer engagement. Common mistakes made when trying to secure buy-in for e-commerce initiatives, such as not understanding the broader business context and being emotionally unaware. The potential gains from taking risks in advocating for e-commerce internally, including refining the message, gaining credibility, and building awareness. Dean McElwee’s book, "E-commerce for CEOs," which includes leaders not well-versed in e-commerce and those already in e-commerce looking to influence others.