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About the Book
If you still think “the customer is king,” you’re probably falling behind. Today’s most powerful growth engine is users—people who interact with a company through digital media and technology, even if they have never spent a dime. Become indispensable to users and the profits will follow.
The Internet is now driving the majority of all consumer purchases in the United States—a figure that will only grow as young people who have never lived without the Internet increase their spending power. The result: there’s no longer such a thing as an offline business; every company must have an effective digital strategy to survive.
As CEO of the global digital agency Huge, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. To explore the subject further, he led an extensive study of the Fortune 1000. He has found that the most successful companies focus on users first, and look at customers as just one subset of this immense and influential group. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their
Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. Rather than just trying to get people to buy stuff, the companies that truly excel home in on the user experience at every level.
About the Author
Aaron Shapiro is CEO of Huge, where he helps companies reimagine how they interact with their customers and manage their businesses in the digital economy. He is the author of "Users Not Customers" and is a regular commentator about the impact of digital technology on businesses and the economy. His writing on digital business topics has been published in Fast Company, Harvard Business Review, McKinsey Quarterly and Google’s Think Insights.
Prior to Huge, Shapiro spent more than a decade as a technology entrepreneur, venture capitalist and management consultant. He also served as CEO of Silverpop, a leading email marketing company, which he cofounded in 1999 by raising $30 million in venture funding. Shapiro received his MBA from Columbia Business School and a B.A. in Economics from Harvard University. He lives in New York with his wife Carolyn and two children.