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Users, Not Customers : Who Really Determines the Success of Your Business



Pub. Date:
Portfolio Hardcover
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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.

Author Biography

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

Table of Contents

Introduction-Users First
If You're Not Thinking About Users, You'll Soon Be Out of Businessp. 1
User-Centric Management
How to Build a User-First Mindset in Your Companyp. 17
Concentric Organization
The Secret to Structuring a Business That Efficiently and Effectively Meets User Needsp. 47
Disposable Technology
Bring the Strategy to Life by Constantly Changing, Revising, and Throwing Away Softwarep. 76
Higher-Calling Products
Create Digital Services That Make Your Products More Valuable Than Everp. 96
Utility Marketing
Attract and Engage Users by Giving, Not Takingp. 124
TCPF Sales
Turn Users into Customers by Addressing Their Four Basic Needs: Trust, Convenience, Price, and Funp. 152
Bilateral Customer Service
Combine Self-Service and Full-Service to Keep People Coming Back for Morep. 177
Conclusion-Making the Shift
It's Not Too Late to Become a User-First Organizationp. 201
Acknowledgmentsp. 219
Appendix: The Digital Leadership Set Surveyp. 221
Notesp. 231
Indexp. 237
Table of Contents provided by Ingram. All Rights Reserved.

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