A handful of Employees who lost their jobs when Borders Bookstores went out of business hit the streets of New York to communicate to businesses that it’s time to adapt to the digital age or else risk the same fate as their former employer. From Tuesday, November 1 to Thursday, November 3, a group of former Borders employees operated a mobile bookstore at multiple locations throughout Manhattan to emphasize the importance of the lessons taught in my book, the only one they’re selling, Users Not Customers: Who Really Determines the Success of Your Business. More »

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To keep customers happy in the digital economy, businesses need to supply them with two types of customer service: self-service and full-service. More »

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Turning users into customers comes down to four things: trust, convenience, price, and fun. More »

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Brands can no longer just tell consumers they’re worth spending time with and money on. They have to prove it by demonstrating their value through free, brand-relevant services, programs and products that meet user needs. More »

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To fight commoditization online, companies need to differentiate their products in a way that appeals to users. Chapter 4 of Users Not Customers sets out how. More »

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Many companies fail in digital because they invest in technology solutions that leave them unable to improvise. More »

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The second chapter of Users Not Customers focuses on Concentric Organization as a solution to leverage scarce digital resources for maximum impact. More »

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Aaron Shapiro, author of Users Not Customers, introduces User-Centric company management. More »

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