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


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He led an extensive study of the Fortune 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.

It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees. Aaron Shapiro helps companies build thriving digitally driven businesses.


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This is a fundamental strategic shift. Rather than trying to get people to buy stuff online, these companies home in on the user experience. Shapiro provides a strategic approach to refocusing your business in every way, from technology infrastructure and management to product design and marketing.

Users Not Customers author Aaron Shapiro on Higher-Calling Products

Shapiro has produced something of real value for marketers. And if you don't embrace digital, you'll be out of business altogether. Blockbuster, AOL, Yahoo and Borders were all unstoppable, but they didn't see the new economic order coming.

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Users, Not Customers

Google, Facebook, Groupon, and Twitter barely existed at the turn of the millennium, but are now rocketing ahead. That's the GDP of a small country.


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  • That's the GDP of a small country. He thinks constantly about the most pressing issue in business today: Shapiro has studied what the businesses succeeding today have in common, and in Users, Not Customers, he teaches us to recognise that it's not just customers who interact with the digital version of our organisations.

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

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