“Users Not Customers” by Aaron Shapiro urges B2B companies to focus on user needs rather than sales, as success in the digital age is determined by users and not by customers. It offers a completely new business strategy that promises long-term success and real added value.
The book “Users Not Customers” by Aaron Shapiro shows that the success of companies in the digital age is determined by users, not by customers. Problem: Companies focus too much on the purchase fact rather than on the actual needs of users. Solution: A paradigm shift towards a user-centered view to create products and services that are actually used. Outcome: A fundamental change in business strategy that offers real added value for marketers, including practical examples and helpful chapter summaries. Shapiro emphasizes the importance of renewal within companies in order to be successful in the long term.
.svg)
