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Boardrooms are adapting to a new and brutal reality; there is no such thing as an offline business. And if you don't embrace digital, you'll be out of business altogether. Blockbuster, AOL, Yahoo and Borders were all unstoppable, but they didn't see the new economic order coming. Google, Facebook, Groupon and Twitter barely existed at the turn of the millennium, but are now rocketing ahead. Aaron Shapiro is CEO of HUGE, the digital agency which runs websites handling 150 million users a month and bringing in $1.2 billion a year. He thinks constantly about the most pressing issue: how can businesses use digital to thrive? The businesses who are now roaring ahead put the interests and the digital experience of their users - employees, partners, media - ahead of everything else, including their paying customers. In a world were we are all users, you have a choice. You can be sure that people are part of your digital ecosystem, or you can be irrelevant. 'A must-read for anyone seeking to integrate digital experiences with their products and services' Ramon Casadesus-Masanell, Harvard Business School