Users, Not Customers by Aaron Shapiro
Who Really Determines the Success of Your Business

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If you're still chasing customers online, you're looking at the challenge backward.

Aaron Shapiro helps companies build thriving digitally driven businesses. In his firm's extensive study of the Fortune 1000, a clear pattern emerged: the most successful companies drive sales by focusing on users instead of just customers. This is a fundamental strategic shift.

Rather than trying to get people to buy stuff online, these companies home in on the user experience. They've realized that building relationships between people and their brand has huge value, even if those users aren't spending a dime on their products (yet).

It's no secret that Internet-based companies like Google and Facebook thrive by building their user base before turning to monetization. Shapiro's big insight is that offline companies can successfully do the same, integrating offline products with an online presence and building platforms that create a lasting relationship between their brand and their users. Shapiro provides a strategic approach to refocusing your business in every way, from technology infrastructure and management to product design and marketing.


About Aaron Shapiro

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AARON SHAPIRO is the CEO of HUGE, a digital marketing agency that helps companies including PespiCo, JetBlue Airways, NBC Universal, Target, and Unilever reimagine how they interact with their customers and manage their business in the online economy. Prior to HUGE, Shapiro was a technology entrepreneur, venture capitalist, and management consultant. He lives in New York City. Visit
Published October 27, 2011 by Portfolio. 256 pages
Genres: Business & Economics, Computers & Technology. Non-fiction

Unrated Critic Reviews for Users, Not Customers

Publishers Weekly

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CEO of the digital marketing agency Huge, Shapiro argues that companies need to stop focusing on scrounging for the customer dollar in favor of improving a “user experience” that will keep prospective consumers engaged.

Aug 22 2011 | Read Full Review of Users, Not Customers: Who Rea...

Review (Barnes & Noble)

According to Aaron Shapiro, whose digital marketing firm, HUGE, helps businesses manage their brands, it's to rethink your relationship with the buying public.

Dec 02 2011 | Read Full Review of Users, Not Customers: Who Rea...

Portland Book Review

Digital technology has quickly become so pervasive, that it’s rare for any personal or business interaction to begin anywhere else.” Shapiro draws on extensive research conducted by his digital marketing agency, HUGE, of Fortune 1000 companies that have been consistently successful in their onli...

Apr 13 2012 | Read Full Review of Users, Not Customers: Who Rea...

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