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Users, Not Customers: Who Really Determines the Success of Your Business [Kindle Edition]

Aaron Shapiro
4.5 out of 5 stars  See all reviews (14 customer reviews)

Print List Price: $16.00
Kindle Price: $12.99
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Sold by: Penguin Group (USA) LLC

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Book Description

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.

Editorial Reviews


Aaron Shapiro wants to take over the world


Aaron Shapiro wants to take over the world Gavin O'Malley A must-read for anyone seeking to integrate digital experiences with their products and services -- Ramon Casadesus-Masanell, Harvard Business School

Product Details

  • File Size: 955 KB
  • Print Length: 256 pages
  • Publisher: Portfolio; Updated edition (October 27, 2011)
  • Sold by: Penguin Group (USA) LLC
  • Language: English
  • ASIN: B004XFYND8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #590,572 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Hardcover|Verified Purchase
As a broad based Technologist by trade, it always surprises me when other professionals in my industries miss a huge paradigm shift. We are, after all, technologists. But sometimes we fail when we make subjective assessments about technology usefulness while ignoring the change it could make in the lives of its users.

I remember when Windows first came out and so many said it would never be allowed in their enterprise. It was wasteful with resources and the features weren't needed. The same people were saying that Local Area Networks were not needed as long as a floppy was available and a printer was close by. Then the internet came onto the scene and others like them could not see the value of email, or see what could justify the cost of getting good bandwidth (ISDN at the time) into their offices. Smartphone's were similarly dismissed as a young adult toy. I actually had a highly respected peer tell me after I purchased one of the very first Androids that the Google Android was a fluke and would die out soon. Now Android has taken over smartphone sales.

The sad thing about all of this is that many good people saw their careers fade into obscurity when they missed a technology curve. The pundits against windows were technologically obsolete when windows 3.1 came out and everyone adopted windows. A vast sea of top notch PC vendors who specialized in local support were relegated to commodity level vendors when Local Area Network houses started moving in and taking the high spot for local office technology support. Most of the executives that dismissed email and the Internet were no longer leading anything just a few years later. And smartphones, well that story tells itself.
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3 of 3 people found the following review helpful
4.0 out of 5 stars Users and Stakeholders November 1, 2011
Format:Hardcover|Verified Purchase
I bought the Kindle edition and enjoyed reading it. Along with the new B Corporation [...] movement the author promotes serving users (stakeholders?) as well as customers primarily by advocating quality digital design in addition to the the businesses other forms like stores. The examples including JetBlue, Apple, American Express are mostly large businesses but Crutchfields in Charlottesville (one of my favorites)was mentioned as well. I would have also enjoyed some examples of universities, govt and some professional services focusing on users. This book is a good start on the subject of business design that will be a big part of business education in the future especially as the "Post Digitals" come on board.
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3 of 3 people found the following review helpful
5.0 out of 5 stars A must-read for anyone interesting in digital media November 17, 2011
Format:Hardcover|Verified Purchase
Users Not Customers is a fascinating exploration of what it takes for a business to succeed in the digital era. Shapiro provides numerous examples of companies who had the right digital strategy as well as cautionary tales of those that did not-- forming a comprehensive portrayal of what works and what doesn't. The book contains not only enlightening anecdotes but also actionable steps readers can take to ensure their businesses thrive online. On top of that, it's a great read. I highly recommend Users Not Customers to anyone looking to understand the digital space.
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2 of 2 people found the following review helpful
5.0 out of 5 stars A Transformational View of "Customers" February 4, 2012
Aaron Shapiro in "Users, Not Customers" offers an update on how to view our customers. Since the world - and it seems everything and everybody in it too - has gone digital, we need a refresh and new lens through which to view our customers. And here it is! This is a transformational view of the customer constituency, one that is non-partisan, meaning neither B2B nor B2C. It is universal, i.e., B2U. Shapiro's message is that, unless we incorporate all the various new 360º elements into our marketing perspective, we are missing out and will be on the way to obsolescence. It boils down to being a cultural issue. Customers, prospects and leads are still important but we can't be limited to these alone. We need to visit the total user experience and that now includes likes, fans, followers, contacts, influencers, favorites, page views, visitors, et al. Who is going on line? Where are they going and why? We need to think of everybody as "users" and make them happy so they will eventually become customers. And everybody does matter.Users, Not Customers: Who Really Determines the Success of Your Business
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6 of 8 people found the following review helpful
5.0 out of 5 stars The User's Always Right October 31, 2011
Users, Not Customers really got my brain charged with new ways to increase my business. Definitely worth the read. Reading Aaron Shapiro's book and Steve Job's biography in the same week is like drinking 20 cups of coffee at one sitting.
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4.0 out of 5 stars Better approach to aligning IT to your business September 28, 2012
A unique point-of-view that I found to be quite refreshing. Turning the perspective toward the user experience really hit home. It highlights how the users are the true influencers in making your product/service the best. We all strive to meet the demands of our customers; yet listening to those key users who ultimately create perceptions and share insights with your customer base is invaluable to keeping a leg up on the competition. It's a must read and a keeper for the bookshelf.
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10 of 15 people found the following review helpful
5.0 out of 5 stars Every marketer should use October 28, 2011
By scuppe
Format:Hardcover|Verified Purchase
I found this book to be a great guide for anyone in marketing. I will make it required reading at my company and suggest my clients read it, too.
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Most Recent Customer Reviews
5.0 out of 5 stars great reference for the future of digital business
Easily digestible and pertinent to the digital age where companies live and die by their physical and digital customer experiences
Published 1 month ago by Matt W.
5.0 out of 5 stars Awesome Book
Just Read it.. It'll make you a better person
Published 3 months ago by Teddy Phillips
3.0 out of 5 stars Inspiring mindset, but very generic
Almost entirely focused on business to consumer, hence little relevance for b-2-b; there is little room for emotion in a world based on SAP or oracle. Read more
Published 19 months ago by Mikkel Lund
4.0 out of 5 stars Starts With A Bang!
For those who are looking for new vision and guidance in the role of digital in their organization, the first chapters of this book are for you. Read more
Published on February 26, 2013 by Stephen Dill
4.0 out of 5 stars Users:Not Customers
Users: Not Consumers Aaron Shapiro Users: Not Consumers is designed as a manual for entrepreneurs and small business owners who are interested in establishing an online presence to... Read more
Published on March 5, 2012 by Cheryl Stillwell
4.0 out of 5 stars It worths
Nice reading, quite practical. Great book for newcomers on digital marketing, it presents some up to date cases and a good approach to enhance any business initiative to be made.
Published on December 14, 2011 by dtartaro
5.0 out of 5 stars A Must Read
I try to read new business books and this is one of the best ones that I have read. I think that this may replace my "Good to Great" book on my company book shelf. Read more
Published on November 4, 2011 by wheel
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More 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.


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