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Hidden in Plain Sight - How to Create Extraordinary Products for Tomorrow's Customers by Simon Steinhardt, Jan Chipchase

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Chapter 5

Calibrating Your Cultural Compass

When you want to know how and why people do the things they do, the best people to learn from are the doers themselves, and the best place to learn is where the doing gets done. This is the simple premise of design research. It’s a state of mind as much as it is a practice, and it holds whether you’re by yourself for an hour or have a team of five people working with you for a month. The more experience you have, the more likely it is that you can find something that shapes the way you and others think and ultimately changes your and their courses of action.

In an increasingly connected world there’s a temptation to think that a nuanced understanding of people and places can be found online, through ...

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