Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers - Hardcover

Chipchase, Jan; Steinhardt, Simon

Hardcover

ISBN 10: 0062125699 ISBN 13: 9780062125699

Publisher: Harper Business, 2013

Synopsis

Who are your next customers - not just the ones you are serving today but the ones you'll need three, five, ten years from now? How do you figure out what goods and services will attract them in the future? How do you figure this out ahead of your competitors? According to globe-trotting innovation expert Jan Chipchase, most of the clues are right in front of us, hidden in plain sight. The key is learning to see the ordinary in a revolutionary new way, to see beyond what people are doing to understand why. As Executive Creative Director of Global Insights at frog design, an award-winning global design and innovation company, Chipchase shows us how to see the world differently, drawing on the everyday from making a phone call, to filling up a gas tank through to ascertaining whether its half and half you are pouring into your coffee. He's eternally looking for opportunities-gaps, anomalies, and contradictions-that will give his clients, some of the world's largest companies, a distinct competitive advantage, whether they're delivering the most low-tech bar of soap or through to the most high-tech wireless network. In "Hidden in Plain Sight", Chipchase takes readers on his journeys across the globe, sharing his methods for identifying unmet customer needs. No matter where he stops-whether Kabul or Cleveland-Chipchase's goals are the same: to spot and decode the routines of daily life and to help readers use the very same tools that he and his team use to see - and capitalize upon - what is hidden in plain sight today to create businesses tomorrow.

About this title

Review:

."..a lively, thought-provoking, and often humorous read." --Publishers Weekly

From the Back Cover:

A global-innovation expert offers a new perspective on how consumers think and how to develop products and services that affect their everyday lives.

Who are your next customers—not just the ones you are serving today but the ones you'll need three, five, or ten years from now? How do you figure out what goods and services will attract them in the future before your competitors do?

According to Jan Chipchase—whom Fast Company has called the "James Bond of design research" and Fortune has called the "Indiana Jones of technology for the developing world"—most of the clues are right in front of us. The key is learning to see the ordinary in a revolutionary new way. As the executive creative director of Global Insights at frog, an award-winning global design and innovation company, Chipchase draws on everyday objects and patterns to show us how to see the world differently, from making a phone call to filling up a gas tank to ascertaining whether it's actually half-and-half you're pouring into your coffee. Chipchase is always looking for opportunities—gaps, anomalies, and contradictions—that will give his clients, some of the world's largest and most successful companies, a distinct competitive advantage, whether they're delivering the most low-tech bar of soap or the most high-tech wireless network.

In Hidden in Plain Sight, Chipchase takes readers on his journeys around the globe and shares his methods for identifying the unmet needs of customers. No matter where he stops—whether Cleveland or Kabul—his goals are the same: to spot and decode the routines of daily life and to help readers use the very same tools that he and his team use to see, and capitalize upon, what is hidden in plain sight today to create businesses tomorrow.

About this edition

• Publisher: Harper Business
• Publication date: 2013
• ISBN 10: 0062125699
• ISBN 13: 9780062125699
• Binding: Hardcover
• Number of pages: 256