Recent Book

Hidden in Plain Sight

Jan Chipchase and Simon Steinhardt; Winner’s Books: 304 pp., 15,000 won

As the economic trends shift from mass-production to the multiple lower-volume production, businesspeople are searching for profitable models to fit a diverse range of markets, each with different demands.

Jan Chipchase, the author and executive creative director of consulting company Frog Design, stresses that to be competitive in new marketsm, in-depth study about behavior is vital.

His book,“Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers,” sheds light on how ordinary people interact with products and services.

The authors’ process of coming up with their theories ­ through worldwide travel ­ and hints about finding hidden business opportunities, makes this book a worthwhile summer read that may be inspirational as well.

― Baek Byung-yeul