Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• Introduction (p. 1)
• 1 Crossing State (of Mind) Lines (p. 27)
• 2 The Social Lives of Everyday Objects (p. 51)
• 3 Riding the Waves of the Past, Present, and Future (p. 71)
• 4 You Are What You Carry (p. 99)
• 5 Calibrating Your Cultural Compass (p. 125)
• 6 A Matter of Trust (p. 151)
• 7 Finding the Essence (p. 177)
• 8 The Great Tradeoff (p. 195)
• Conclusion (p. 217)
• Appendix: The Eight Principles of Design Research (p. 221)
• Notes (p. 225)

Reviews provided by Syndetics

Publishers Weekly Review

Chipchase, executive creative director of global insights at Frog Design (now known as frog), has been described as a global design anthropologist. In his first book, written with journalist Steinhardt, he uses this anthropologist's curiosity and research experience to examine both the mundane and extraordinary: "scratching beneath the surface to find reality in bits and pieces. to see the world in a richer, more textured way." And Chipchase does indeed scratch the surface on a wide variety of captivating yet random topics, examining such disparate subjects as mobile phones, fast food, pornography, hybrid corn adoption, and the Amish. While he recounts many fascinating anecdotes about consumer adoption of products and services, status, buying behaviors, and technologies, the disjointed organization is distracting and may leave the reader wondering what point the author is trying to make. In the conclusion, Chipchase admits he did not focus on making a point, but rather aimed "to offer new perspectives that can help you bring the world into focus," and to motivate us to ask smarter questions. For nonlinear thinkers or those who embrace the ambiguity inherent in design research, Chipchase's work will provide a lively, thought-provoking, and often humorous read. Agent: James Levine, Levine Greenberg Literary Agency. (Apr.) © Copyright PWxyz, LLC. All rights reserved.