New Book by Huge CEO Provides Roadmap for the Digital Economy.

'Users, Not Customers' outlines seven things every company needs to change in order to survive in a digitally driven economy.

September 28, 2011

September 28, 2011. Brooklyn. Aaron Shapiro, CEO at Huge, has written a guide for companies grappling with the challenges brought about by the rapidly evolving digital economy.

Interested parties can download the first chapter of Users Not Customers: Who Really Determines the Success of Your Business at or purchase a copy of the book now.

Users Not Customers is Shapiro’s first book and will be published by Portfolio/Penguin October 27, 2011. In the book, Shapiro provides an important new perspective for corporate decision makers about the change in mindset and organization required for companies to succeed in an economy where a majority of consumer purchases are digitally driven.

Shapiro’s key insight is that to succeed in a digitally driven economy, businesses need to begin truly organizing their companies around meeting the needs of their digital user base, not just their traditional customer base. 

"Today’s most successful companies organize their business around users and building user satisfaction," writes Shapiro. Drawing on his experience as a management consultant, technology entrepreneur, venture capitalist, and as CEO at Huge, one of the fastest growing digital agencies in the United States, Shapiro outlines seven things every company needs to change in order to survive in a digitally driven economy, including:

  • Building a user-first mindset in your company
  • Structuring businesses to meet user needs
  • Attracting and engaging users
  • Turning users into customers
  • Making the right investments in technology 
  • Using digital technology to make your products more valuable 
  • Using bilateral customer service to keep your customers happy

Users Not Customers has been greeted with early praise from a broad range of thought leaders in the business community, from business school professors to management consultants, and digital executives.

More information about the book can be found at and A private LinkedIn group has been established for readers of the book to discuss the challenges of user centric management with the author and other digital management professionals.

About Aaron Shapiro: Aaron Shapiro is the CEO of Huge, a digital agency that helps companies reimagine how they interact with their customers and manage their business in the online economy. Prior to Huge, Shapiro spent more than a decade as a technology entrepreneur, venture capitalist, and management consultant. He served as the founding CEO of Silverpop Systems, a leading email service provider. Shapiro earned an MBA from Columbia Business School and a BA in Economics from Harvard University. He lives in New York City with his wife Carolyn and two young children. For more about Aaron, visit 

About Users Not Customers: Users Not Customers: Who Really Determines the Success of Your Business, by Aaron Shapiro. Portfolio Hardcover. Publication date: October 27, 2011. $26.95; 256 pages; ISBN: 978-1591843863.

About Huge: Huge is a digital agency that provides business strategy, design, marketing and technology services to some of the world's largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in the United States, Europe and Latin America, and is part of the Interpublic Group of Companies.