Audience is 100% executives so keep that in mind when reading. And the first thing the author does is cater to an executive ego by framing the conversation so that execs are at the top where they should be driving the conversations and making the decisions, not the technologists or the business specialists at lower levels. That said, I do think there is plenty of value to keep reading. Fellow technologists, set your own ego aside and pay attention to the points the author makes, they are so important for successful adoption.