Hidden in Plain Sight
How to Create Extraordinary Products for Tomorrow's Customers
Summary:
The book explores the process of identifying unmet needs and cultural nuances to design innovative products that resonate with future consumers. It provides insights into human behavior and offers strategies for conducting field research to uncover opportunities for creating impactful and successful products.
Key points:
1. User Context: Grasp the full context of how customers use products, including cultural and emotional aspects, to identify hidden needs for more impactful products.
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