{"product_id":"9781101535837","title":"Users, Not Customers: Who Really Determines the Success of Your Business","description":"\u003cb\u003eIf you're still chasing customers online, you're looking at the  challenge backward. \u003c\/b\u003e\u003cp\u003eAaron 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.\u003c\/p\u003e\u003cp\u003eRather 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).\u003c\/p\u003e\u003cp\u003eIt'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.\u003c\/p\u003e","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47120402350320,"sku":"9781101535837","price":4.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781101535837_p0.jpg?v=1763688103","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781101535837","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}