Working with Dinosaurs

How to Lead Technological Evolution from the C-Suite

Marcus East

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Hardback

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English

Wren House Press
23 September 2025

Organisational theory & behaviour; Information technology industries; Artificial intelligence

You already know what happens when dinosaurs and meteoric change come together.

Rapid change also impacts the digital world, and the choice for leaders is transformation or extinction. But adaptation can be challenging. Human teams and managers tend to resist change, and it takes effort and ingenuity to convince them to grow.

In Working with Dinosaurs, Marcus East, a leader in the digital technology industry for over two decades, shows other top executives how to disrupt outdated systems and mindsets and embrace new tech worlds like cloud computing and AI, so they can become next generation leaders of digital and tech transformation.

Ditching the dinosaurs means more than switching out old software and skills. It means re-envisioning the structure of an organization. It means creatively changing roles, capabilities, and culture. It means inspiring teams to move forward.

Digital transformation is here. Evolve to lead it.

By: Marcus East
Imprint: Wren House Press
Dimensions: Height: 216mm, Width: 140mm, Spine: 13mm
Weight: 395g
ISBN: 9781967115143
ISBN 10: 1967115141
Pages: 214
Publication Date: 23 September 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Marcus East is a prominent Anglo-American technology executive, board director, and philanthropist. He holds a BSc in Management and IT from London Guildhall University and a Master's in Management from the University of Cambridge. East has held significant leadership roles at several global brands, including IBM, Apple, Google, National Geographic, T-Mobile, and Autodesk. He is an active investor, board advisor, and limited partner for several venture capital funds. When not helping organizations grow and succeed, he enjoys spending time with his family, traveling, and exploring nature. He is also an avid video gamer.

Reviews for Working with Dinosaurs: How to Lead Technological Evolution from the C-Suite

""Working with Dinosaurs isn't about quick fixes; it's about building a sustainable path for technological evolution. A must-read for any C-suite executive serious about future-proofing their organization."" - Thomas Kurian, CEO, Google Cloud ""Leading 'dinosaurs' through technological evolution is a delicate art. Working with Dinosaurs offers the insightful guidance needed for C-suite leaders to inspire, align, and empower their teams on this critical journey."" - Lord Ed Vaizey, House of Lords. Chairman UK-ASEAN Business Council (UKABC) ""Technology can no longer be considered a separate department-it's woven into every fiber of successful organizations. East brilliantly maps out how executives can lead this transformation, redefining roles and responsibilities to harness the power of the cloud, AI, and whatever comes next."" - Will Grannis, VP & CTO, Google Cloud ""The shift from a systems mindset to the product-platform paradigm is critical for long-term corporate success, and East has created a practical guide for executives who seek to lead this change within their organizations."" - Tobias Dengel, President, TELUS Digital Solutions ""Technological evolution demands more than just adoption; it requires visionary leadership. Working with Dinosaurs empowers executives to become true catalysts for change within their organizations."" - Bonita Stewart, Co-Founder and Managing Partner, BAG Ventures, Former Google VP ""If you still think tech is 'someone else's job, ' read this before your competitors do. East's real-world war stories and simple frameworks make the future feel less like science fiction and more like your next agenda item."" - Mario Ciabarra, CEO & Founder, QuantumMetric ""Leading technological change at the executive level requires a unique blend of vision and pragmatism. Working with Dinosaurs nails it, offering practical insights that leaders can implement immediately to drive real results."" - Brian P. Chadwick, Esq. Chief Legal Officer at Devolver Digital, Inc. ""This book understands the unique pressures and complexities faced by C-suite leaders in driving technological change within established companies. It's a survival guide for the digital age, cleverly framed and powerfully insightful."" - Aleksandar Cabrilo, Founder & CEO, HTEC Group