Dimensions
152 x 229 x 23mm
Who are your next customers--not just the ones you are serving today but the ones you'll need five, ten, fifteen years from now? How do you figure out what goods and services will attract them in the future? How do you figure this out ahead of your competitors?
According to globe-trotting innovation expert Jan Chipchase, most of the clues are right in front of us, hidden in plain sight. The key is learning to see the ordinary in a totally new way, to see beyond what people are doing and understand why they do what they do. As Executive Creative Director of Global Insights at frog design, a global design and innovation company, Chipchase spends his days and nights observing people using ordinary objects to do ordinary things: making a call on a mobile phone, retrieving cash or a credit card from a wallet, filling up a gas tank from a pump. He's looking for business opportunities in the mundane, opportunitites to address untapped consumer needs and new markets. He's on the lookout for opportunities--for gaps, anomalies, and contradictions--that will give his clients, some of the world's largest companies, a distinct competitive advantage, whether they're delivering the most low-tech bar of soap or the most high-tech wireless network.
Here, Jan Chipchase brings readers along for the ride, offering a look into some of the most exotic and cutting-edge territory in the world--from opium junkies living under a bridge in Kabul to teenagers in Seoul watching TV on their mobile phones, to rural Ugandans' bartering cell phone time for food. No matter where he stops, Chipchases goals are the same: to spot and decode the routines of daily life and to help readers develop the very same tools that Chipchase and his team use to help executives prepare their business for the future by learning to see--and act upon--what is hidden in plain sight today.
