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.

Chipchase provides a practical toolkit for understanding tomorrow’s customers:

Cultural Insights: Travel with an expert observer from the streets of Tokyo to remote villages in Uganda to understand how cultural context shapes every business opportunity.
Consumer Behavior: Learn to decode the hidden motivations and ‘whys’ behind everyday actions, revealing what drives the choices people make about the products they buy and use.
Innovation Strategy: Discover how to spot emergent behaviors and ‘innovation by necessity’ to gain a competitive advantage and create products that meet untapped needs.
Practical Frameworks: Apply powerful models like Threshold Mapping, Cultural Calibration, and Trust Ecosystem analysis to your own work, turning observation into actionable strategy.