Book description
Boardroom conversations are adapting to a new and brutal reality;
there is no such thing as an offline business. 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. Google, Facebook, Groupon,
and Twitter barely existed at the turn of the millennium, but are now
rocketing ahead.
Aaron Shapiro is CEO of HUGE, the leading digital agency which
builds and operates websites that handle 150 million users a month and
bring in . 2 billion annually for their clients. That's the GDP of a
small country. He thinks constantly about the most pressing issue in
business today: how can businesses can use digital to thrive?
Shapiro has studied what the businesses succeeding today have in
common, and in Users First, Customers Second, he teaches us to
recognise that it's not just customers who interact with the digital
version of our organisations.
The businesses who are now roaring ahead put the interests and the
digital experience of all of their users - employees, business
partners, media and anyone else who interacts with you through digital
channels - ahead of everything else, including their paying customers.
In a world were we are all users you have a choice: you can be sure
that people are using your digital ecosystem, or you can be irrelevant.
Aaron Shapiro specializes in helping global organizations embrace
digital transformation and build online businesses. As CEO of HUGE,
America's fastest-growing digital agency, he drives digital strategy for
brands and companies including JetBlue, NBC Universal, Pepsi, Target and
TimeWarner. He writes for
Adweek
and
Fast Company
.Prior to HUGE, he started technology companies and worked as a venture
capitalist and management consultant. He received his MBA from Columbia
University and BA from Harvard.
