TheByProduct provides analysis of topics at the intersection of technology, marketing, and business strategy. It is written by Aaron Shapiro with contributions from the folks at Product, an AI-oriented marketing agency.

The name ‘TheByProduct’ refers to two things: first, its origins as a publication produced by Product; and second, the belief that effective business strategy is a byproduct of the technology and market landscape in which a company operates.

TheByProduct publishes three kinds of articles:

• Theories are ways of thinking about a business or marketing problem

• Methods are how-to guides for marketing, customer experience and business building

• Trends are observations about marketing and technology based on current events

About the Author

Aaron Shapiro is currently CEO of Dayforward, a venture-backed digital life insurance company, and Chairman of Product, an AI-oriented marketing agency. Previously, he spent 13 years as founder and CEO of Huge, a 1,500-person global digital agency that was sold to IPG. Before that, he was founder and CEO of Silverpop, a marketing automation SaaS that was sold to IBM. He also started IPG creative agency Elephant, and Honey, a modern intranet that was acquired by BambooHR. A few years back, Aaron wrote a book, Users Not Customers, about digital transformation.