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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.
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 aaronshapiro.com.
Table of Contents
|If You're Not Thinking About Users, You'll Soon Be Out of Business||p. 1|
|How to Build a User-First Mindset in Your Company||p. 17|
|The Secret to Structuring a Business That Efficiently and Effectively Meets User Needs||p. 47|
|Bring the Strategy to Life by Constantly Changing, Revising, and Throwing Away Software||p. 76|
|Create Digital Services That Make Your Products More Valuable Than Ever||p. 96|
|Attract and Engage Users by Giving, Not Taking||p. 124|
|Turn Users into Customers by Addressing Their Four Basic Needs: Trust, Convenience, Price, and Fun||p. 152|
|Bilateral Customer Service|
|Combine Self-Service and Full-Service to Keep People Coming Back for More||p. 177|
|Conclusion-Making the Shift|
|It's Not Too Late to Become a User-First Organization||p. 201|
|Appendix: The Digital Leadership Set Survey||p. 221|
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