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OFFICIAL VERIFIED

Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers – Understanding Consumer Behavior and Business Innovation

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3.81
41,889 ratings · 8,874 reviews
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OFFICIAL VERIFIED

Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers – Understanding Consumer Behavior and Business Innovation

3.81 41,889 ratings · 8,874 reviews
Discover Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers – Understanding Consumer Behavior and Business Innovation by Jan Chipchase. Start reading today and explore ideas, insights, and experiences that stay with you.

Overview: 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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Details & Genres

Design Business Ux Non Fiction Nonfiction Design Thinking User Research
Length N/A pages
Published April 16, 2013
ISBN-13 18892092

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Jan Chipchase
About the Author Jan Chipchase
11,640 followers

Jan Chipchase writes contemporary fiction and has always been fascinated by character-driven stories. They hold a degree in English Literature and previously worked as an editor before transitioning to writing their own books. Jan Chipchase lives with their spouse and a very vocal rescue cat.

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3.81
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Stephanie Cruz
Stephanie Cruz August 21, 2024
Honestly one of the better books I've read lately. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Will be looking for more from this author.
Sarah Lopez
Sarah Lopez August 17, 2024
I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Glad I picked this up.
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Gary Rivera
Gary Rivera April 28, 2025
I liked it for the most part. I liked the main character, though some of the side plots were just okay. Enjoyable weekend read.
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Mary Turner December 29, 2025
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Glad someone recommended this to me. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Would probably read it again at some point.
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William Perez February 10, 2024
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Glad someone recommended this to me. I got really invested in the main character's journey. Everything just clicked for me. Worth the time and money.
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Donna Cruz May 25, 2025
Finished it in a couple of days. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Would probably read it again at some point.
Michael Perez
Michael Perez July 09, 2025
I was pleasantly surprised. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Would probably read it again at some point.
Nancy Robinson
Nancy Robinson March 24, 2024
I liked it for the most part. Interesting premise and executed fairly well. Just a few slow chapters here and there. Not bad at all.
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Paul Young
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Michael Perez January 05, 2024
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Michelle King
Michelle King February 11, 2024
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Glad someone recommended this to me. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
Matthew Allen
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Took me a few chapters to get into it, but it was worth it. Writing is good, just wish there was a bit more depth in certain parts. Still kept my attention though. Still a good book.
Emily Wilson
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Such a great read. I loved how the story unfolded. It kept me guessing without being too confusing. A solid 5/5 for me.
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Nicholas Green March 23, 2024
Glad someone recommended this to me. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Worth the time and money.
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Honestly one of the better books I've read lately. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Will be looking for more from this author.
Carol Williams
Carol Williams November 15, 2025
Glad someone recommended this to me. I loved how the story unfolded. It kept me guessing without being too confusing. Will be looking for more from this author.
Edward Harris
Edward Harris August 02, 2024
Finished it in a couple of days. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Definitely recommend it if you like this genre.
Emily Johnson
Emily Johnson May 14, 2024
Not bad, but not my favorite. Some parts were interesting, while others were a bit of a slog to get through. It's fine if you have nothing else to read.
Nancy Wilson
Nancy Wilson May 23, 2024
Finished it in a couple of days. I loved how the story unfolded. It kept me guessing without being too confusing. A solid 5/5 for me.
Joshua Hall
Joshua Hall February 14, 2024
Really enjoyed this one. I loved how the story unfolded. It kept me guessing without being too confusing. A solid 5/5 for me.
Nicholas Torres
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Took me a few chapters to get into it, but it was worth it. The middle dragged a tiny bit, but the ending totally made up for it. Enjoyable weekend read.
George Williams
George Williams November 23, 2024
Honestly one of the better books I've read lately. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Glad I picked this up.
Deborah Phillips
Deborah Phillips January 14, 2024
A solid read. Interesting premise and executed fairly well. Just a few slow chapters here and there. Enjoyable weekend read.
Kenneth Robinson
Kenneth Robinson April 30, 2025
It was okay. Some parts were interesting, while others were a bit of a slog to get through. Might work better for someone else, just wasn't completely for me.
Amanda Robinson
Amanda Robinson April 16, 2024
Finished it in a couple of days. I got really invested in the main character's journey. Everything just clicked for me. Definitely recommend it if you like this genre.
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Andrew Wilson July 04, 2024
Honestly one of the better books I've read lately. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
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Such a great read. I loved how the story unfolded. It kept me guessing without being too confusing. Worth the time and money.
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Sarah Scott March 30, 2025
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Amanda Reyes May 20, 2025
A solid read. I liked the main character, though some of the side plots were just okay. Enjoyable weekend read.
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Sarah Lopez September 11, 2024
Glad someone recommended this to me. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Worth the time and money.
James Evans
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Glad someone recommended this to me. The writing style is very engaging. It’s easy to follow but still has a lot of depth. A solid 5/5 for me.
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I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
Barbara Taylor
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A very satisfying read. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Worth the time and money.
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Laura Green February 15, 2024
Really enjoyed this one. I got really invested in the main character's journey. Everything just clicked for me. Will be looking for more from this author.
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I was pleasantly surprised. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Glad I picked this up.
Amanda Brown
Amanda Brown December 11, 2025
Honestly one of the better books I've read lately. I got really invested in the main character's journey. Everything just clicked for me. Will be looking for more from this author.
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Really enjoyed this one. The writing style is very engaging. It’s easy to follow but still has a lot of depth. A solid 5/5 for me.
Kevin Evans
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A very satisfying read. I loved how the story unfolded. It kept me guessing without being too confusing. A solid 5/5 for me.
Michael White
Michael White September 19, 2024
I was pleasantly surprised. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Will be looking for more from this author.
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Andrew Allen February 21, 2025
Good, but not quite perfect. I liked the main character, though some of the side plots were just okay. Enjoyable weekend read.
Betty Anderson
Betty Anderson November 30, 2025
A solid read. Writing is good, just wish there was a bit more depth in certain parts. Still kept my attention though. I'd probably recommend it to a friend.
Sharon Gomez
Sharon Gomez February 18, 2024
A very satisfying read. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Worth the time and money.
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John Thomas March 25, 2025
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Edward Gonzalez
Edward Gonzalez March 21, 2024
Glad someone recommended this to me. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Will be looking for more from this author.
Dorothy White
Dorothy White September 08, 2025
Finished it in a couple of days. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Definitely recommend it if you like this genre.
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A very satisfying read. The author did a great job wrapping everything up at the end. No weird plot holes left behind. A solid 5/5 for me.
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I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
Michael Harris
Michael Harris March 01, 2025
A very satisfying read. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
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I was pleasantly surprised. I got really invested in the main character's journey. Everything just clicked for me. Would probably read it again at some point.
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It was okay. The pacing was a bit slow and I found myself skimming a few pages. It wasn't terrible, just okay. It's fine if you have nothing else to read.
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Honestly one of the better books I've read lately. The author did a great job wrapping everything up at the end. No weird plot holes left behind. A solid 5/5 for me.
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Donna Garcia October 04, 2024
A very satisfying read. I loved how the story unfolded. It kept me guessing without being too confusing. Worth the time and money.
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A solid read. I liked the main character, though some of the side plots were just okay. Still a good book.
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Mary Ramirez September 01, 2025
I was pleasantly surprised. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. A solid 5/5 for me.
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Finished it in a couple of days. I got really invested in the main character's journey. Everything just clicked for me. Definitely recommend it if you like this genre.
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Finished it in a couple of days. I got really invested in the main character's journey. Everything just clicked for me. Will be looking for more from this author.
Ashley Campbell
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John Thomas
John Thomas November 13, 2024
I was pleasantly surprised. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Definitely recommend it if you like this genre.
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Stephanie Jones November 07, 2024
Good, but not quite perfect. Writing is good, just wish there was a bit more depth in certain parts. Still kept my attention though. Not bad at all.
Paul Nguyen
Paul Nguyen February 22, 2025
A very satisfying read. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Worth the time and money.
Jacob Rivera
Jacob Rivera October 22, 2025
It was okay. Some parts were interesting, while others were a bit of a slog to get through. Might work better for someone else, just wasn't completely for me.
Anthony Reyes
Anthony Reyes January 11, 2025
Good, but not quite perfect. The middle dragged a tiny bit, but the ending totally made up for it. Not bad at all.
William Rivera
William Rivera December 12, 2024
Good, but not quite perfect. I liked the main character, though some of the side plots were just okay. I'd probably recommend it to a friend.
Jacob Rivera
Jacob Rivera November 29, 2024
Such a great read. I loved how the story unfolded. It kept me guessing without being too confusing. Will be looking for more from this author.
Karen Cruz
Karen Cruz April 28, 2024
A solid read. Writing is good, just wish there was a bit more depth in certain parts. Still kept my attention though. Enjoyable weekend read.
Patricia King
Patricia King September 10, 2024
I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Worth the time and money.
Stephanie Hernandez
Stephanie Hernandez August 25, 2024
A very satisfying read. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Would probably read it again at some point.
Matthew Young
Matthew Young December 19, 2024
Glad someone recommended this to me. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Will be looking for more from this author.
Donald Baker
Donald Baker May 23, 2024
Really enjoyed this one. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Will be looking for more from this author.
Matthew Campbell
Matthew Campbell September 06, 2025
Really enjoyed this one. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Will be looking for more from this author.
David Lewis
David Lewis August 09, 2024
Glad someone recommended this to me. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Glad I picked this up.
Sarah Lopez
Sarah Lopez October 24, 2025
A solid read. Interesting premise and executed fairly well. Just a few slow chapters here and there. A solid 4 stars from me.
Donna Cruz
Donna Cruz October 24, 2024
A solid read. Interesting premise and executed fairly well. Just a few slow chapters here and there. A solid 4 stars from me.
Joshua Moore
Joshua Moore October 11, 2025
Pretty good overall. The middle dragged a tiny bit, but the ending totally made up for it. I'd probably recommend it to a friend.
Elizabeth Green
Elizabeth Green August 02, 2024
Finished it in a couple of days. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Worth the time and money.
Kenneth Robinson
Kenneth Robinson January 04, 2024
I have mixed feelings about this one. It had some good moments, but the overall plot felt a bit disjointed in the second half. A generous 3 stars.
Paul Johnson
Paul Johnson December 17, 2025
Such a great read. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Definitely recommend it if you like this genre.
Robert Mitchell
Robert Mitchell December 04, 2025
I was pleasantly surprised. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Definitely recommend it if you like this genre.
Emily Wilson
Emily Wilson October 23, 2024
Pretty good overall. It held my attention, even if a few things were a little predictable. Enjoyable weekend read.
Kimberly  Davis
Kimberly Davis August 18, 2024
I liked it for the most part. It held my attention, even if a few things were a little predictable. Still a good book.
Melissa Evans
Melissa Evans February 06, 2024
I was pleasantly surprised. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Would probably read it again at some point.
Kimberly Ramirez
Kimberly Ramirez January 08, 2025
I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Would probably read it again at some point.
Paul Young
Paul Young September 19, 2025
I was pleasantly surprised. The author did a great job wrapping everything up at the end. No weird plot holes left behind. Glad I picked this up.
James Hernandez
James Hernandez June 07, 2024
Finished it in a couple of days. It has a good balance of dialogue and description. Everything felt like it moved at the right speed. Glad I picked this up.
Eric Gonzalez
Eric Gonzalez March 11, 2025
Pretty good overall. The middle dragged a tiny bit, but the ending totally made up for it. A solid 4 stars from me.
Kimberly Jackson
Kimberly Jackson October 28, 2024
I was pleasantly surprised. The writing style is very engaging. It’s easy to follow but still has a lot of depth. Worth the time and money.
Andrew Wilson
Andrew Wilson December 06, 2024
Really enjoyed this one. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Would probably read it again at some point.
Thomas Wright
Thomas Wright July 13, 2024
Honestly one of the better books I've read lately. I loved how the story unfolded. It kept me guessing without being too confusing. A solid 5/5 for me.
Margaret Clark
Margaret Clark October 30, 2025
I was pleasantly surprised. The pacing was spot on and the characters felt real. I didn't find myself getting bored at any point. Worth the time and money.
Elizabeth Mitchell
Elizabeth Mitchell October 19, 2024
It was just alright. It felt a bit repetitive in the middle. Could have been shorter. Just right down the middle.
Matthew Evans
Matthew Evans October 26, 2024
I liked it for the most part. Writing is good, just wish there was a bit more depth in certain parts. Still kept my attention though. Not bad at all.
Andrew Wilson
Andrew Wilson March 27, 2025
An average read for me. It had some good moments, but the overall plot felt a bit disjointed in the second half. A generous 3 stars.
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