Review: Hidden in Plain Sight

I’m not going to lie to you: I find reading most business books a challenge, and Hidden in Plain Sight: How to Find and Execute Your Company’s Next Big Growth Strategy by Erich Joachimsthaler was no exception. Some of the difficulty lies in translation: how do I take what is in here and apply it to my own (design) process? This is especially true with this book, which contains techniques that designers frequently use, but are framed in the author’s DIG (Demand-First Innovation and Growth) model.

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