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

3.74 of 5 stars 3.74  ·  rating details  ·  69 ratings  ·  5 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...more
ebook, 256 pages
Published April 16th 2013 by HarperBusiness
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Nathan
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
Darren
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
Ninakix
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
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
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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Innovations: Technology, Governance, Globalization 6:2 (Spring 2011) - Meaningful Markets

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