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"「画期的な橋」をデザインしようと思っても、「橋」という単語から自由になれないデザイナーは、結局橋を再発明してしまう。橋という単語を、「川の向こう側に渡る手段」であると言い換えられるデザイナーは、もしかしたらすごい何かを発明できる。洗濯をしている人を見て、それを「洗濯」ではなく「水と衣服との攪拌」であると言い換えられた人が、電気洗濯機を発想できた。"

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