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


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Product Details

ISBN-13: 9781591846314
Publisher: Penguin Publishing Group
Publication date: 07/30/2013
Pages: 256
Product dimensions: 5.40(w) x 8.30(h) x 0.70(d)
Age Range: 18 Years

About the Author

AARON SHAPIRO is the CEO of HUGE, a digital marketing agency that helps global companies 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.


Table of Contents

Introduction-Users First If You're Not Thinking About Users, You'll Soon Be Out of Business 1

1 User-Centric Management: How to Build a User-First Mindset in Your Company 17

2 Concentric Organization: The Secret to Structuring a Business That Efficiently and Effectively Meets User Needs 47

3 Disposable Technology: Bring the Strategy to Life by Constantly Changing, Revising, and Throwing Away Software 76

4 Higher-Calling Products: Create Digital Services That Make Your Products More Valuable Than Ever 96

5 Utility Marketing: Attract and Engage Users by Giving, Not Taking 124

6 TCPF Sales: Turn Users into Customers by Addressing Their Four Basic Needs: Trust, Convenience, Price, and Fun 152

7 Bilateral Customer Service: Combine Self-Service and Full-Service to Keep People Coming Back for More 177

Conclusion-Making the Shift: It's Not Too Late to Become a User-First Organization 201

Afterword: The User's Guide to Users, Not Customers 219

Acknowledgments 227

Notes 229

Index 235

What People are Saying About This

From the Publisher

“A much-needed, incisive guide to creating a genuinely appealing digital presence.”
Publishers Weekly

Users, Not Customers is so interesting and important... Mr. Shapiro has produced something of real value for marketers.”

Users Not Customers is a must read for anyone seeking to integrate digital experiences with their products and services. Shapiro presents a wonderful novel perspective on the evolving role of digital in business as a tool for interacting with the world.”
—Ramon Casadesus-Masanell, Professor of Business Administration, Harvard Business School

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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
Anonymous More than 1 year ago