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

Penned By Jan Chipchase
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4.85
79,658 Global Ratings
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Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers

Penned By Jan Chipchase
4.85 79,658 Ratings
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Editor's Note:
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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Released April 16, 2013
Identifier (ISBN) 15819394
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Jan Chipchase
The Mind Behind the Work
Jan Chipchase

After spending years working in the corporate world, Jan Chipchase finally decided to pursue a lifelong passion for writing. They currently reside in a quiet suburb where they spend most of their time outlining new stories, reading extensively, and occasionally attempting to bake.

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Laura King
Laura King February 12, 2025
"Honestly one of the most premium reading experiences lately. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem."
Mary Martinez
Mary Martinez October 16, 2024
"Exceeded all my expectations. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An absolute must-read for connoisseurs of the genre."
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Brian Rivera
Brian Rivera February 26, 2024
"A highly sophisticated read. The middle had a deliberate pace, but the climax was phenomenal. A wonderful companion for a quiet weekend."
Jessica Gonzalez
Jessica Gonzalez July 23, 2025
"Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I will undoubtedly revisit this masterpiece."
Emily Green
Emily Green December 05, 2024
"A very strong entry. A brilliant concept executed with flair. Just a few pacing choices I would change. I would highly recommend this to discerning readers."
Michelle Baker
Michelle Baker May 05, 2025
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"Such a rich narrative. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author."
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Sandra Lee
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"Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
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"Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author."
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"It was adequate. It verged on repetitive in the second act. A more concise edit would have served it well. Perhaps more aligned with a different audience's tastes."
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"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem."
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"A highly sophisticated read. The protagonist was compelling, though some subplots felt slightly overshadowed. A wonderful companion for a quiet weekend."
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"Honestly one of the most premium reading experiences lately. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An absolute must-read for connoisseurs of the genre."
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"Exceeded all my expectations. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. Worth every moment spent reading."
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Daniel King
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Kevin Jackson
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"Such a rich narrative. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading."
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"Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. Worth every moment spent reading."
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"Masterpiece from start to finish. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Honestly one of the most premium reading experiences lately. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author."
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"Excellent, though slightly flawed. It held my rapt attention, even when certain twists were telegraphed. A wonderful companion for a quiet weekend."
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Kevin Green
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"A very strong entry. The middle had a deliberate pace, but the climax was phenomenal. Quite impressive overall."
James Lopez
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"Exceeded all my expectations. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I am now a lifelong fan of this author."
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"A highly sophisticated read. A brilliant concept executed with flair. Just a few pacing choices I would change. I would highly recommend this to discerning readers."
James Jones
James Jones September 28, 2025
"Such a rich narrative. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading."
Charles Wright
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Eric Harris
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"Absolutely brilliant. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
James  Parker
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"Excellent, though slightly flawed. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend."
Christopher Lewis
Christopher Lewis June 19, 2025
"A highly sophisticated read. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend."
Emily Johnson
Emily Johnson October 06, 2025
"Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. I will undoubtedly revisit this masterpiece."
Paul Cruz
Paul Cruz March 01, 2025
"Such a rich narrative. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author."
Robert Perez
Robert Perez May 21, 2024
"I was completely blown away. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author."
Charles Lee
Charles Lee July 29, 2025
"A profoundly satisfying read. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem."
Edward Hernandez
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"Such a rich narrative. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I am now a lifelong fan of this author."
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"A highly sophisticated read. A brilliant concept executed with flair. Just a few pacing choices I would change. A solid 4 stars from me."
Michelle Perez
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"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
Donna Hill
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"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
Donald Thompson
Donald Thompson September 28, 2025
"I thoroughly enjoyed the elegance of it. A brilliant concept executed with flair. Just a few pacing choices I would change. A very distinguished novel."
Deborah Hall
Deborah Hall July 25, 2025
"Honestly one of the most premium reading experiences lately. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre."
Sarah Young
Sarah Young December 16, 2025
"Not entirely to my refined tastes. Certain acts were fascinating, while others felt like a slight endeavor to complete. Perhaps more aligned with a different audience's tastes."
James Gomez
James Gomez July 21, 2024
"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author."
Jennifer Thomas
Jennifer Thomas November 24, 2025
"A very strong entry. The protagonist was compelling, though some subplots felt slightly overshadowed. I would highly recommend this to discerning readers."
Emily Johnson
Emily Johnson November 17, 2024
"A profoundly satisfying read. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An absolute must-read for connoisseurs of the genre."
Kenneth Jones
Kenneth Jones May 08, 2025
"Absolutely brilliant. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An absolute must-read for connoisseurs of the genre."
Brian  Davis
Brian Davis November 11, 2025
"Absolutely brilliant. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem."
Brian Thompson
Brian Thompson February 27, 2024
"A very strong entry. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. Quite impressive overall."
Cynthia Smith
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Mary Martinez
Mary Martinez November 12, 2025
"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author."
Elizabeth Taylor
Elizabeth Taylor April 14, 2024
"Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. A true literary gem."
Christopher  Parker
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"Excellent, though slightly flawed. The middle had a deliberate pace, but the climax was phenomenal. A very distinguished novel."
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