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.

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Analysis at the intersection of marketing, technology and business strategy.


CEO of Dayforward and Chairman of Product. Founding CEO of Huge. Author of Users Not Customers.
Managing Partner at Product. Strategic partner helping clients innovate to future-proof their businesses.