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Aaron Shapiro
Aaron Shapiro is CEO at HUGE (, where he helps some of the world's largest companies reimagine how they interact with consumers and manage their business in a digitally driven economy.

Prior to HUGE, Shapiro spent more than a decade as a technology entrepreneur, venture capitalist and management consultant and served as the founding CEO of Silverpop Systems.

He is the author of Users Not Customers: Who Really Determines the Success of Your Business.

Got a question for Aaron? Ask him on Twitter at @amshap.

Entries by Aaron Shapiro

The Next Big Thing in Digital: Voice Recognition

(0) Comments | Posted September 17, 2013 | 4:59 PM

Apple's Siri just improved with iOS 7. Android's voice command tech is also getting better. And here comes Google Glass. Talk to us: Are you prepared for how this will change your business and how your customers interact with you?

While much of the hype coming out of last...

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Anything They Can Do, You Can Do Better

(3) Comments | Posted May 3, 2012 | 4:47 PM

Take a look at the first-class section on any airplane today; it's full of corporate leaders lugging around Walter Isaacson's Steve Jobs biography, searching for insights they can use to make their companies as successful as Apple.

Here's all they need to know: When Jonathan Ive, leader of...

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Stop Blabbing About Innovation and Start Actually Doing It

(0) Comments | Posted April 18, 2012 | 11:12 AM

These days, every established company is at risk of having its industry -- and its own business -- disrupted by a startup. Cognizant of this, companies devote a lot of time to talking about how important it is to innovate. But here's the truth: most companies can't innovate...

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Skunkworks, Reorganization and How to Excel in the Digital Age

(0) Comments | Posted February 28, 2012 | 10:17 AM

Outside of the technology sector, most of the large companies that I encounter are startlingly similar.

They're massively successful and indisputably recognized as world-class leaders by consumers as well as the business community. Their executives are all quite smart and good at what they do. They acknowledge the world is...

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2011 Was the Year That Show Beat Tell

(3) Comments | Posted December 22, 2011 | 1:39 PM

Looking back at 2011, I see a year where pragmatism replaced hype, where show beat tell, where consumers, the tech community and the marketing industry stepped away from preconceived notions and toward a new reality, where actions spoke louder than words.

Groupon had been the darlings of all things...

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RIM's Only Road Back: Building a Better Product

(9) Comments | Posted December 12, 2011 | 9:56 PM

Once upon a time, Research in Motion was the world's leading smartphone company. Armies of executives were loyal to their "crackberries." It had a stock price that wouldn't quit.

Fast-forward a few years and its failed tablet has caused RIM to miss its third-quarter revenue target. It's been...

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Former Borders Employees Hit the Streets to Sell 'Users Not Customers'

(1) Comments | Posted November 3, 2011 | 1:22 PM

When Borders began liquidating its 399 stores this summer, nearly 11,000 employees lost their jobs. This week, a group of former Borders employees will be operating mobile bookstores at multiple locations throughout Manhattan to emphasize the consequences of not treating digital as the most important challenge facing businesses today.


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Why I Wrote a (Print) Book

(6) Comments | Posted October 26, 2011 | 1:07 PM

I wrote a book. It's called Users Not Customers, and it's being published this Thursday. By itself, this isn't such an unusual thing. About a half a million books are published each year on a global basis. But for people who know me, it is quite odd: I...

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Be The Steve Jobs Of Your Company

(2) Comments | Posted August 31, 2011 | 4:58 PM

In the wake of Steve Jobs' announcement that he would be stepping down as CEO at Apple, Market Watch reporter Brett Arends wrote "What Apple has achieved isn't impossible. Why don't more companies do it?" Last week in a post for Fast Company, I answered that...

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10 Hot Startups to Watch

(1) Comments | Posted September 15, 2010 | 11:25 AM

Five years ago, Facebook was new, YouTube had just launched and Twitter didn't exist. Now imagine, as a marketer, if you had gotten an early heads up that these platforms would become powerhouses. What if you were the first person to walk up to the CMO and say, "We should...

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Paris Hilton's Twitter Feed: a Cautionary Tale

(1) Comments | Posted September 2, 2010 | 12:49 PM

Time, the Associated Press and Perez Hilton, all covered the same news this week -- Paris Hilton's curious Twitter feed. On the night of August 27, Paris Hilton was arrested in Las Vegas for possession of cocaine. Then nearly immediately after being released from custody, her Twitterfeed was

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Lose Your Privacy

(4) Comments | Posted September 2, 2010 | 10:20 AM

I was getting worried, because about two months had gone by without the words "Facebook" and "privacy" appearing in almost every technology article in my RSS feed. But then, Facebook was nice enough to launch Places, giving the blogosphere a whole new reason to include "Facebook" and "privacy" in every...

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The Great App Bubble

(11) Comments | Posted August 25, 2010 | 9:03 PM

When I recently received my new iPhone 4, I took great delight in organizing my apps into folders, finding new apps in the app store, and seeing how beautiful various apps looked on the new screen. Then I used it for a couple of days and realized, not counting pre-loaded...

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