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

3.78  ·  Rating Details  ·  144 Ratings  ·  7 Reviews
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 competi
ebook, 256 pages
Published April 16th 2013 by HarperBusiness
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Sep 11, 2013 Nathan rated it liked it
It borders between quick recap of some of Jan's various experiences working around the world and a breakdown of the process and techniques he uses. I would have enjoyed more exploration of the techniques he uses. That said, it was interesting to read through one practitioner's experiences, and he has some interesting (inconclusive) conclusions. I originally thought it might be good for people getting into design research, but after finishing it, I think this book would require a compliment book ...more
Timothy Chklovski
The book aims at an important although very challenging topic -- the subtitle is "how to create extraordinary products for tomorrow's customers".

What it delivers is a collection of pointers on how to do field research on product usage, and some observations on some aspects of asian and african everyday culture that are surprising to someone viewing it from the perspective of a western culture.

The book does provide some interesting observations on what is important to consumers with very limited
Nov 12, 2013 Darren rated it liked it
I really admire Jan for the type of work he is doing and the book gives an interesting description of the journeys he has had and his perspective of emerging markets. However, I do agree that it could do with a follow up book. I was a bit disappointed that he didn't describe the techniques he uses a little bit more indepth, even if he didn't want his readers to take them to heart.I find myself rereading it just so I can highlight and find the relevant points. A bit of a structured framework or c ...more
Neby Teklu
Sep 21, 2015 Neby Teklu rated it really liked it
Mainly for its views on product development and marketing for emerging markets and underserved populations.
Jan 01, 2014 Ninakix rated it really liked it
There are a lot of really interesting stories in here about the work Chipchase has done, but more importantly, Chipchase provides a bunch of frameworks for thinking about human behavior and why these insights are useful. It really gets at the crux of design. (:
Vuk Trifkovic
Jun 04, 2013 Vuk Trifkovic rated it did not like it
Terrible book. Devoid of useful insight or a coherent view. Yes, some bits are mildly amusing, but nothing more than that.

Shame, because topic is very interesting...
Jan G
Aug 28, 2013 Jan G rated it liked it
I enjoyed the descriptions the author gave of finding emerging markets in third world countries, but it's hard to see how to apply his techniques for your own business.
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“The same can be said about what I like to call the platzgeist, a gestalt sense of the spirit of an environment, whether a neighborhood, city, region, or country. All of the above techniques can help you gain that sense, both consciously and subconsciously, but by capturing it through sensory stimuli, you can create a veritable mood database. And after your sense of platzgeist has faded over time, this database will be your return ticket to that place and its spirit.” 1 likes
“When you want to know how and why people do the things they do, the best people to learn from are the doers themselves, and the best place to learn is where the doing gets done.” 0 likes
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