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Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers Hardcover – April 16, 2013
"Enlightenment Now: The Case for Reason, Science, Humanism, and Progress"
Is the world really falling apart? Is the ideal of progress obsolete? Cognitive scientist and public intellectual Steven Pinker urges us to step back from the gory headlines and prophecies of doom, and instead, follow the data: In seventy-five jaw-dropping graphs, Pinker shows that life, health, prosperity, safety, peace, knowledge, and happiness are on the rise. Learn more
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“…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.
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For anyone not familiar with design research or Mr. Chipchase's extensive work in this field Hidden in Plain Sight is certainly a 5 star book. For me, however, as a designer doing some similar work within my narrow corporate business field, and thus having followed Mr. Chipchase's blog for years already, the book does not offer that many new insights. It occasionally felt like a recap of the blog's highlights, which is not a bad thing by any means; It's great to have them all collected in one volume. Just that the wow-effect is a bit dulled, making it a 4 star for me.
This book will provide product designers with a lot more depth and breadth to consider when designing their wares by conducting useful primary research. A truly helpful and refreshingly not a prescriptive guide.
Its all about people and what they do, not the products.