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

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

by Aaron Shapiro
4.0 2

NOOK Book(eBook)

$12.99
View All Available Formats & Editions
Available on Compatible NOOK Devices and the free NOOK Apps.
Want a NOOK ? Explore Now

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews

Users Not Customers: Who Really Determines the Success of Your Business 4 out of 5 based on 0 ratings. 2 reviews.
TheAgencyReview More than 1 year ago
Once upon a time, when you wrote up concepts, you could refer to the people you were talking to as “viewers” – people viewed TV, they viewed print, they viewed out-of-home. Of course, they didn’t view radio, so sometimes you had to call them listeners. And then someone pointed out that the point of advertising wasn’t just to get people to view or listen to anything really. The point was to get them to buy something. So we started referring to them as customers. But then someone realized that “customer” was too limiting a term. Because “customer” only referred to the transaction: they’re the customer, you’re the seller. And people don’t buy just because they want to buy (unless their name ends in “ardashian” I suppose). They buy because they have some sort of hunger that will only be met by your product. That’s why words matter. Because they betray deeper meaning. And that’s why Aaron Shapiro’s book, “Users not Customers” is so interesting and important. Shapiro’s shift (to read the rest of this review, please visit http://the-agency-review.com/users-not-customers)
Anonymous More than 1 year ago