Hidden in Plain Sight

How to Create Extraordinary Products for Tomorrow’s Customers

Jan Chipchase and Simon Steinhardt

Book

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.

Authors

Jan Chipchase is the executive creative director of Global Insights at frog, where he runs global research and insights practice. He has more than twenty-five patents pending, and his research has been featured in leading international media, including the New York Times, the BBC, the Economist, National Geographic, and Wired, and his blog Future Perfect is read in 191 countries. In 2011 Fast Company named him one of the one hundred most creative people in business. He is based in San Francisco and travels extensively and frequently throughout the world.

 

Simon Steinhardt is the associate creative director of Editorial at the digital agency JESS3. He is the former managing editor of Swindle magazine, and he has contributed to and edited several books on global street culture and art, including OBEY: Supply and Demand—The Art of Shepard Fairey, The History of American Graffiti, and Art for Obama.

 

Reviews

“…a lively, thought-provoking, and often humorous read.” Publishers Weekly