Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers
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Hidden in Plain Sight by global innovation consultant Jan Chipchase with Simon Steinhardt is a fascinating look at how consumers think and behave.
Chipchase, named by Fortune as “one of the 50 smartest people in tech,” has traveled the world, studying people of all nations and their habits, paying attention to the ordinary things that we do every day an how they effect our buying decisions.
Future-focused and provocative, Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers illuminates exactly what drives consumers to make the choices they do, and demonstrates how all types of businesses can learn to see—and capitalize upon—what is hidden in plain sight today to create businesses tomorrow.
the sun, from sports teams to the appropriate local moves for men and women to pick someone up, to the level of corruption in government. It’s also a good way to find leads on people to interview who know the most about how the community has changed and can connect you to other social connectors. Think of it as hyperlocal search with directions and personal connections built in. Pay for a fresh blade, figure out where you want the conversation to go, and enjoy the ride. Breaching Behaviors
one senior employee of a major athletic footwear company, speaking to the New York Times on condition of anonymity, remarked, “Does it cut into our business? Probably not. Is it frustrating? Of course. But we put it as a form of flattery, I guess.” There may not be reason to fear the knockoffs, but that doesn’t mean shanzhai culture won’t pose a serious threat to global brands. “Making counterfeit shoes is a transitional choice,” one shanzhai factory manager told the Times. “We are developing
a desire to help address some of the world’s most pressing social issues: health care, education, and poverty, to name a few. What I see in all of these situations are the things most of us take for granted: the motivations that drive human behavior. “Why,” I’m constantly asking, “are they doing that? And why in that particular way?” The Case for Why If you want to understand people, you have to understand how people function in the wild, in their natural settings, in a world of chaos and
December 4, 2012, http://hddn.ps/26-dps-scandal. 89 as would a shift from an ad hoc marketplace: Jan Chipchase, “Pleasure at the Point of Sale,” Future Perfect, http://hddn.ps/27-pleasure-at-the-point-of-sale. 90 “Amish lives are anything but anti-technological”: Kevin Kelly, What Technology Wants (New York: Penguin, 2010). 94 Still, it’s only a matter of time: “American Civil Liberties Union,” http://hddn.ps/28-aclu-org; Federal Trade Commission, “Facing Facts: Best Practices for Common Uses
you go to sleep (and assuming for now that you won’t wake until morning once you’re asleep). So that we have some context, plot the different places that you go during the day, and the time you spend there: home, your commute, work, the café where you like to lunch, the grocery store you shop at on the way home, and then home again. On top of this, plot the moments when you eat, whether a meal or a snack. The vertical axis, in this case, indicates your level of hunger. Now plot three lines along