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Change Its Name. (c)Roger von Oech.If an architect looks at an opening between two rooms and thinks "door," that's what she'll design. But if she thinks "passageway," she may design something much different like a "hallway," "air curtain," "tunnel," or perhaps a "courtyard." Different words lead your thinking in different directions and bring in different assumptions. What other word or phrase can you use to describe your issue?  Let's assume that your issue is a product that needs a name. What can you name it after that best describes its essence?

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