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反復可能なビジネスプロセスとは異なり、製品開発には唯一の正解がない。新製品はそれぞれ、制約、目標、個性、未知の要素が独自に組み合わさったものである。つまり、完成したデザインに到達するための実行可能な方法は常に複数存在する。