Hidden in Plain Sight
How to Create Extraordinary Products for Tomorrow’s Customers
by Jan Chipchase, Simon Steinhardt
Hidden in Plain Sight takes a closer look at how consumers think and behave. Not strictly focused on Design Thinking practices, but very much focused on exactly what drives consumers to make the choices they do, and demonstrates how all types of businesses can learn to see what is hidden in plain sight today, to create businesses tomorrow. Jan Chipchase, named by Fortune as “one of the 50 smartest people in tech,” has travelled the world, studying people of all nations and their habits, paying attention to the ordinary things that we do every day and how they affect our buying decisions.
256 pages, Harper Business 2013
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