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 customersnot just the ones you are serving today but the ones youll 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 Chipchasewhom Fast Company has called the James Bond of design research and Fortune has called the Indiana Jones of technology for the developing worldmost 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 its actually half-and-half youre pouring into your coffee. Chipchase is always looking for opportunitiesgaps, anomalies, and contradictionsthat will give his clients, some of the worlds largest and most successful companies, a distinct competitive advantage, whether theyre 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 stopswhether Cleveland or Kabulhis 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.