Users, Not Customers

Users, Not Customers

Who Really Determines the Success of Your Business

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Additional Formats
  • Paperback
  • ISBN 9781591846314
  • 256 Pages
  • Portfolio
  • Adult


If you still think “the customer is king,” you’re falling behind. Today’s most powerful growth engine is users—people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.

As CEO of the digital marketing agency HUGE, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were.

Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. For instance: made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. And Net_ ix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees.


“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