羅針盤となる「理念」のつくりかた｜MTDDC Meetup Tokyo 2020

by 加来幸樹 SIGNCOSIGN

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ཏ਑൫ͱͳΔʮཧ೦ʯͷͭ͘Γ͔ͨ גࣜձࣾαΠϯίαΠϯ ୅දऔక໾$&0$P$SFBUPS Ճདྷ ޾थ ʛ ,PLJ,BLV .5%%$.FFUVQ5PLZP

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ࣗݾ঺հ

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Ճདྷ ޾थʛ,0,*,",6 ൢଅձٞاըίϯϖςΟγϣϯɿ (0-% :BIPPΫϦΤΠςΟϒΞϫʔυɿ 4*-7&3 (PPHMF"OESPJE&YQFSJNFOUT0#+&$5ɿ άϥϯϓϦ J.FEJB %JSFDU4VNNJUɿ ϕετϓϨθϯλʔ %JSFDU"(&/%"ɿ ϕετϓϨθϯλʔ ͳͲ 13*;&4ʛओͳड৆ྺ גࣜձࣾαΠϯίαΠϯ ʢ /PXʣ ୅දऔక໾$&0$P$SFBUPS גࣜձࣾηϓςʔχ ʢ ʣ ΫϦΤΠςΟϒ෦ ઐ೚෦௕ ΫϦΤΠςΟϒσΟϨΫλʔ

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ʮࣗ෼ͷݴ༿ͰޠΔͱ͖ɺਓ͸͍͍੠Ͱ࿩͢ɻʯ 4JHOZPVSWPJDF -JWFJOMJCFSUZ SIGNʢॺ໊ʹݸਓͷ֮ޛʣಉ࢜ͰɺSIGNʢ֮ޛͷ৅௃ʣΛ CO-CREATIONʢڞ૑ʣ͢Δ

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ຊ೔ͷςʔϚ

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ࠓ೔ͷςʔϚ ࠓͳͥʮཧ೦ʯ͕ٻΊΒΕΔͷ͔ʁ ʮཧ೦ʯ͸Ͳ͏΍ͬͯͭ͘Δͷ͔ʁ ͜ͷ͋ͨΓΛγϯϓϧʹ͓࿩͠·͢ʂ

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ࠓͳͥʮཧ೦ʯ͕ٻΊΒΕΔͷ͔ʁ

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มԽ /&8/03."-

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มԽ͕΋ͨΒ༷ͨ͠ʑͳ ʮબ୒ࢶʯ

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มԽͷઌʹ଴ͪड͚Δͷ͸ ͻͱΓͻͱΓͷʮબ୒ʯ

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Ͱ΋ʮਖ਼ղʯ͸୭΋ڭ͑ͯ͘Εͳ͍

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Ͱ͸ɺͲ͏΍ͬͯ ʮબͿʯ ͷ͔ʁ

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ʮࣗ෼ʯ͚ͩͷʮཏ਑൫ʯʹैͬͯ ʮબ୒ʯ͢Δ

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ͨͱ͑͹

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໰͍ ͋ͳͨͷʮʓʓʯʹ ʮཏ਑൫ʯ͸͋Γ·͔͢ʁ

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اۀͷཏ਑൫ ʮ اۀཧ೦ ʯ

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Ұൠతͳཧ೦ମܥ ʢϛογϣϯʗϏδϣϯʗίΞόϦϡʔʣ Ϗ δ ϣϯ ʢ͋ Γ ͍ͨ ͳ Γ ͍ͨ ࢟ ʣ զʑ͕ɺະདྷʹݟਾ͑Δཧ૝ͷ࢟͸ʁ ϛογ ϣ ϯ ʢଘ ࡏ ҙ ٛʣ ࣄ ۀ " ࣄ ۀ # ࣄ ۀ $ զʑ͸ɺԿΛ੒ͨ͢Ίʹଘࡏ͢Δͷ͔ʁ ϛογϣϯʹج͖ͮల։͞Ε͍ͯΔαʔϏεɺػೳ ͳͲ ί Ξό Ϧ ϡ ʔ ʢ ߦಈ ن ൣ ʣ ࣄۀӡӦ ࠾༻ ධՁɾදজ ͳͲ զʑͷɺ೔ʑͷߦಈ΍ҙࢥܾఆͷࢦ਑͸ʁ ࣗࣾͷจԽʹ߹͏ਓࡐͷ֫ಘͱҭ੒ ͳͲ

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(PPHMFͷ࢖໋͸ɺੈքதͷ৘ใΛ੔ཧ͠ɺ ੈքதͷਓʑ͕ΞΫηεͰ͖ͯ࢖͑ΔΑ͏ʹ͢Δ͜ͱͰ͢ɻ ϛ ο γϣ ϯ ʢ Ռ ͨ͢ ΂͖࢖ ໋ʣ

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ੈلΛ୅ද͢ΔձࣾΛ૑Δɻ Ϗ δ ϣϯ ʢ ͳ Γͨ ͍࢟ʣ

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΍ͬͯΈͳ͸Ε ί Ξ όϦ ϡ ʔ ʢ ߦ ಈن ൣʣ

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͜ͷΑ͏ʹ

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اۀཧ೦ͱ͸ ͦͷʮاۀʯͷ͢΂ͯͷ ׆ಈ΍બ୒ͷಈػɾج४

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ʮཧ೦ʯ ͸ اۀͷͨΊ͚ͩͰͳ͘ ݸਓͷͨΊʹ΋௒ॏཁ

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ʮ اۀཧ೦ ʯ Λ ʮݸਓཧ೦ʯ ʹݴ͍׵͑Δͱ

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ݸਓཧ೦ͱ͸ ͦͷʮݸਓʯͷ͢΂ͯͷ ׆ಈ΍બ୒ͷಈػɾج४

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͜Ε͔Βͷ࣌୅ʹاۀͱݸਓͷ ͋Δ΂͖ؔ܎ੑͱ͸ʁ

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໨త஍͸ʁ ໨ࢦ͠ํ͸ʁ ϖʔε͸ʁ FUD

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͜Ε͔Βͷاۀͱݸਓͷ͋Δ΂͖ؔ܎ੑ اۀ΍ ϒϥϯυͷ ཏ਑൫ ʢཧ೦ʣ ݸਓͷ ཏ਑൫ ʢཧ೦ʣ اۀ΍ϒϥϯυͱɺͦ͜ʹଐ͢ΔݸਓͦΕͧΕͷཏ਑൫ʢཧ೦ʣͷ ํ޲ੑ͕Ұகͯ͠ɺೝࣝɾಈػԽɾ࣮ߦ͞Ε͍ͯΔঢ়ଶ͕ཧ૝త

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໰͍ ʮ͋ͳͨͷ̋̋ʯͷཧ೦ͱ ʮ͋ͳͨʯͷཧ೦͸Ұக͍ͯ͠Δʁ

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Ճདྷ ޾थ K A K U K OK I גࣜձࣾαΠϯίαΠϯ ୅දऔక໾CEO / Co-Creator ࣗ෼ͷ޷͖Λ৴ͯ͡ɺࣗ෼Λ޷͖ʹͳͬͯ΋Β͏ɻ VISIONʛݸਓϏδϣϯʢ͋Γ͍ͨ࢟ʣ ࣗ෼ͷ޷͖Λ৴ͯ͡ɺࣗ෼Λ޷͖ʹͳͬͯ΋Β͏ɻ MISSIONʛݸਓϛογϣϯʢՌͨ͢΂͖࢖໋ʣ ιɿͦΕͬͯຊ౰ʁΛ໰͍ଓ͚Δ ΫɿདྷΔऀڋ·ͣڈΔऀ௥Θͣ ϥɿָ؍ओٛऀ͸શͯͷࠔ೉ʹ޷ػΛݟ͍ग़͢ ςɿςϯγϣϯͷ্͕Δํ΁ਐΉ εɿSTAY YOUNG VALUEʛݸਓόϦϡʔʢݸਓͷߦಈࢦ਑ʣ

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اۀཧ೦ͱݸਓཧ೦ΛγϯΫϩͤ͞Δ ࣗ෼ͷݴ༿Ͱ ޠΔͱ͖ ਓ͸͍͍੠Ͱ࿩͢ ࣗ෼ͷ ޷͖Λ৴ͯ͡ ࣗ෼Λ ޷͖ʹͳͬͯ΋Β͏

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ʮཧ೦ʯ͸Ͳ͏΍ͬͯͭ͘Δͷ͔ʁ

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WORKSHOP DIALOGUE LEGO PINTEREST ༷ʑͳڞ૑ख๏ʢࢀըؔ਺ʣ΋༻͍ͳ͕Βɺ اۀɾϒϥϯυ΍ݸਓͷʮ֮ޛʯΛσβΠϯ͢Δ

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ʮ֮ޛʯΛ࣋ͬͯ΋Β͏ͨΊͷڞ૑ϓϩηε Step 01 ·ͣ͸ࣗ༝ʹ ޠͬͯ΋Β͏ Step 02 ΊͪΌͪ͘Ό ڞײ͢Δ Step 03 ຊ࣭తʹ දݱ͢΂͖͜ͱΛ໰͏ Step 04 ߟ͑͗ͣ͢ʹ ࢼ࡞඼Λͭͬͯ͘ΈΔ Step 05 ༗ޮͳϑΟʔυόοΫ͕ ಘΒΕΔΑ͏ʹ໰͏ Step 06 ΠϯεϐϨʔγϣϯΛ པΓʹ͞Βʹͭ͘Δ Step 07 ̐ʙ̒Λ Կ౓Ͱ΋܁Γฦ͢ Step 08 Πϝʔδ͕༙͘ ۩ମతͳ࢖༻ྫΛࣔ͢ Step 09 ϞϊαγΛ໌֬ʹͯ͠ ൺֱݕ౼Λଅ͢ Step 10 ֮ޛΛ࣋ͬͯ ܾఆͯ͠΋Β͏ ྫɿωʔϛϯά

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ʮ֮ޛʯΛ࣋ͬͯ΋Β͏ͨΊͷڞ૑ϓϩηε ݴ ༿ ݴװ ද૚తͳ ݴ༿ ͚ͩͰ͸ͳ͘ ࠜװͱͳΔ ݴװ ͷΑ͏ͳ෦෼Λ Ұॹʹൃݟ͢Δաఔʹͦ͜ ຊ౰ͷҙຯ͕͋Δͱߟ͑Δ දݱ͢΂͖ຊ࣭ͷൃݟ

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۩ମతͳͭ͘Γ͔ͨͷ ώϯτΛ̏ͭ঺հ͠·͢

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·ͣ͸ ࣗ෼΍ࣗ෼ͷʓʓͷ͜ͱΛ ࣗ༝ʹޠΔ ͭ͘Γ͔ͨͷώϯτʲ̍ʳ

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ࣗ෼ͷݴ༿Ͱɺࣗ༝ʹޠΔ ʮ Θͨ͠͸φχϞϊ ʯ ཏ਑൫ͱͳΔʮཧ೦ʯͷͭ͘Γ͔ͨͷώϯτʲ̍ʳ ·ͣ͸ࣗ෼΍ࣗ෼ͷʓʓͷ͜ͱΛࣗ༝ʹޠΔ

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ࣗ෼΍ࣗ෼ͷʓʓ͕Կऀͳͷ͔ʁ ͋ΒΏΔࢹ఺ɾ֯౓͔Βߟ͑ͯΈΔ

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ͨͱ͑͹ɺ๻ͷ৔߹͸ɾɾɾ ɾגࣜձࣾαΠϯίαΠϯͷ୅ද ɾ༠͍ΛஅΕͳ͍ۃ౓ͷऐ͕͠Γ԰ ɾྑ͘΋ѱ͘΋ͳΜͰ΋͋Γͳ"#ܕ ɾࣗ༝ΛୣΘΕΔͷ͕ݏ͍ͳֈ࠲ ɾෛ͚ͣݏ͍Ͱཉਂ͍εʔϑΝϛੈ୅ ɾϚϯΨͷ໊ݴʹӨڹ͞Ε΍͍͢Ӭԕͷਥೋප ɾൃ৴΍Ξ΢τϓοτΛࢭΊͳ͍දݱऀ ɾࣗ༝Λಟຯ͢ΔىۀՈΫϦΤΠλʔ ɾ෱ԬιϑτόϯΫϗʔΫε৴ऀ ɾ৽॓ΰʔϧσϯ֗ϧʔΩʔ

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ͦͯ͠ɺͦΕΒͷதͰ΋ಛʹॏཁͳ΋ͷͱ ͋·ΓॏཁͰͳ͍΋ͷʹ͍ͭͯߟ͑Δ

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ͦ͏͢Δ͜ͱͰɺࣗ෼΍ࣗ෼ͷʓʓͷ ຊ౰ͷΞΠσϯςΟςΟ͕ු͔ͼ্͕ͬͯ͘Δ

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ཧ೦Ͱදݱ͢΂͖ ຊ࣭Λ୳Δ ͭ͘Γ͔ͨͷώϯτʲ̎ʳ

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࠶ܝ ɿ Ұൠతͳཧ೦ମܥ Ϗ δ ϣϯ ʢ͋ Γ ͍ͨ ͳ Γ ͍ͨ ࢟ ʣ զʑ͕ɺະདྷʹݟਾ͑Δཧ૝ͷ࢟͸ʁ ϛογ ϣ ϯ ʢଘ ࡏ ҙ ٛʣ ࣄ ۀ " ࣄ ۀ # ࣄ ۀ $ զʑ͸ɺԿΛ੒ͨ͢Ίʹଘࡏ͢Δͷ͔ʁ ϛογϣϯʹج͖ͮల։͞Ε͍ͯΔαʔϏεɺػೳ ͳͲ ί Ξό Ϧ ϡ ʔ ʢ ߦಈ ن ൣ ʣ ࣄۀӡӦ ࠾༻ ධՁɾදজ ͳͲ զʑͷɺ೔ʑͷߦಈ΍ҙࢥܾఆͷࢦ਑͸ʁ ࣗࣾͷจԽʹ߹͏ਓࡐͷ֫ಘͱҭ੒ ͳͲ

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ࣗ෼ͷɺଘࡏҙٛ͸Կ͔ʁ ࣗ෼ͷɺՌͨ͢΂͖࢖໋͸Կ͔ʁ ࣗ෼ͷɺͳΓ͍ͨ࢟͸Կ͔ʁ ࣗ෼ͷɺ͋Γ͍ͨ࢟͸Կ͔ʁ ࣗ෼ͷɺߦಈͷࢦ਑͸Կ͔ʁ ʜFUD ͍͖ͳΓʮίτόʯʹ͢Δͷ͸ͱͯ΋೉͍͠ʜ

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ͳͥͳΒɺ ਖ਼ղͷʮͳ͍ʯ࣭໰͔ͩΒ

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͍͖ͳΓʮਖ਼ղʯΛʮݕࡧʯ͢ΔͷͰ͸ͳ͘

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·ͣ͸ΠϯεϐϨʔγϣϯʢώϯτʣΛ ϏδϡΞϧͰൃݟ ͢Δ

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·ͣ͸ΠϯεϐϨʔγϣϯʢώϯτʣΛ ϏδϡΞϧͰൃݟ ͢Δ ͦͯ͠ɺൃݟͨ͠ώϯτΛݩʹɺࣗ෼ͷίτόͰޠΔ

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ͦͷͨΊʹ࢖͏ͷ͕

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ද ݱ ͢ ΂ ͖ ຊ ࣭ Λ ୳ Δ ͷ ʹ Φ ε ε ϝ ͷ π ʔ ϧ

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Confidential 1JOUFSFTU͸ ϏδϡΞϧ σΟεΧόϦʔΤϯδϯ Ͱ͢ɻ

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ࣗ෼ͷɺଘࡏҙٛ͸Կ͔ʁ ࣗ෼ͷɺՌͨ͢΂͖࢖໋͸Կ͔ʁ ࣗ෼ͷɺͳΓ͍ͨ࢟͸Կ͔ʁ ࣗ෼ͷɺ͋Γ͍ͨ࢟͸Կ͔ʁ ࣗ෼ͷɺߦಈͷࢦ਑͸Կ͔ʁ ʜFUD ͜ΕΒͷ໰͍ʹ౴͑ΔͨΊͷʮώϯτʯΛ୳͢

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1JOUFSFTUʷϏδϡΞϧࢥߟ ʮ ࣗ෼ʹͱͬͯͷຊ࣭͸ ʯ ཏ਑൫ͱͳΔʮཧ೦ʯͷͭ͘Γ͔ͨͷώϯτʲ̎ʳ ཧ೦Ͱදݱ͢΂͖ຊ࣭Λ୳Δ

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ࣗ෼΍ࣗ෼ͷʓʓʹͱͬͯେ੾ͳ΋ͷ΍ ޷͖ͳ΋ͷΛ௚ײతʹ1JOͯ͠ϘʔυΛͭ͘Δ

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ͨͱ͑͹ɺ๻ͷ৔߹͸ɾɾɾ

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͋ΒͨΊͯϘʔυશମΛோΊͳ͕Β දݱ͢΂͖ຊ࣭తΩʔϫʔυΛൃ૝͢Δ

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ͨͱ͑͹ɺ๻ͷ৔߹͸ɾɾɾ ະདྷ΁ͷՄೳੑ ਓͱͷਂ͍ͭͳ͕Γ ޷͖ͳ΋ͷʹਖ਼௚ʹ

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ͭ͘Γ͔ͨͷώϯτʲ̏ʳ ͋·Γ ߟ͑͗ͣ͢ʹ ࢼ࡞඼Λͭͬͯ͘ΈΔ

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·ͣ͸ཧ೦ΛݴޠԽ͢ΔͨΊͷ ʮ ίτόͷௐཧςΫχοΫ ʯ ཏ਑൫ͱͳΔʮཧ೦ʯͷͭ͘Γ͔ͨͷώϯτʲ̏ʳ ͋·Γߟ͑͗ͣ͢ʹࢼ࡞඼Λͭͬͯ͘ΈΔ

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৯ࡐ ௐཧ ίτόͮ͘ΓΛྉཧʹͨͱ͑Δͱʜ ͜͜·Ͱ ͔͜͜Β

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ίτόͷௐཧςΫχοΫ঺հʢগʑʣ

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ӆ౿Έ ΅͕͘Α͘࢖͍ͬͯΔख๏

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ҰੜΛ͔͚ΔՁ஋ͷ͋ΔҰॠΛͭ͘Δ ݸ ਓ ϛ ο γ ϣ ϯ

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8JUI/FYU8JTEPN ܦ Ӧ ཧ ೦

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̏ɾ̐ɾ̑ௐ ΅͕͘Α͘࢖͍ͬͯΔख๏

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ͭΑ͘ɺ΍͘͞͠ɺ͓΋͠Ζ͘ σ β Π ϯ ί ϯ η ϓ τ

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ߦ͚Αɺָ͠Ίɺ(0(0-%&/ ࣾ ੋ

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ίϯτϥετ ͭҎ্ͷ΋ͷΛ઀ۙͤͯ͞ ࠩΛΞϐʔϧ͢Δ

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Ѫ͢ΔͨΊʹɺѪ͞ΕΔɻ Ѫ͞ΕΔͨΊʹɺѪ͢Δɻ ݸ ਓ Ϗ δ ϣ ϯ

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৴༻Ͱͭͳ͕Δɻ ৴པͰ͸͡·Δɻ ϒ ϥ ϯ υ λ ά ϥ Π ϯ

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൓෮ɾू߹ ಉ͡΋ͷ΍ࣅ͍ͯΔ΋ͷΛ൓෮ͤͨ͞Γ ू߹ͤͯ͞ɺҧ͏΋ͷΛͭ͘Δ

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͓΋͠Ζ͘ɺ ͓΋͠Ζ͘ɺ ͓΋͠Ζ͘ɺ ا ۀ Ϗ δ ϣ ϯ

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͢΂ͯΛָ͠Έ ͢΂ͯΛ৴ͯ͡ ͢΂ͯʹѪΛ ݸ ਓ Ϗ δ ϣ ϯ

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ϝλϑΝʔ Πϝʔδ͕ͳΜͱͳ͘ࣅ͍ͯΔ ผͷ΋ͷʹஔ͖׵͑Δ

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޷͖ͳεςʔδͷओਓެʹͳͬͯ ࣗ༝ͳ๯ݥΛଓ͚Δ ݸ ਓ Ϗ δ ϣ ϯ

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ࣗ෼ͷݴ༿ͰޠΔͱ͖ ਓ͸͍͍੠Ͱ࿩͢ ا ۀ ཧ ೦

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ύϩσΟ ࣅ͍ͯΔ༗໊ͳώτɾϞϊɾίτʹ ஔ͖׵͑Δ

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/P)POFTUZ /P)BQQJOFTT ݸ ਓ Ϗ δ ϣ ϯ

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ਖ਼͠͞ͱ͔Θ͍͞ͱྗڧ͞ͱ ݸ ਓ Ϗ δ ϣ ϯ

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͜ͷΑ͏ʹ ʢԿ͸ͱ΋͋Εʜʣ

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·ͣ͸ɺߟ͑͗ͣ͢ʹ ίτόΛͭͬͯ͘ΈΔ ʢௐཧͯ͠ΈΔʣ

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ͨͩ͠ɺຊ౰ʹେ੾ͳͷ͸

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ࢼ࡞඼Λʮຯݟʯͨ͠ײ૝ΛҾ͖ग़͢͜ͱ

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ͦͯ͠ײ૝͔ΒΠϯεϐϨʔγϣϯΛಘͯ ͞Βʹ৯ࡐɾௐཧΛվળ͍ͯ͘͠

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͜ΕΒΛ ೲಘ͍͘·Ͱ Կ౓Ͱ΋ ܁Γฦ͢

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ࠓ೔͸͜͜·ͰͰ͕͢

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ͪ͜ΒͰ΋ͥͻ࣮ફͯ͠Έ͍ͯͩ͘͞ʂ

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اۀ΍ ϒϥϯυͷ ཏ਑൫ ʢཧ೦ʣ ݸਓͷ ཏ਑൫ ʢཧ೦ʣ ࣗ෼ͷͨΊʹ΋ɺࣗ෼ͷʓʓͷͨΊʹ΋ ͥͻཏ਑൫ͱͳΔཧ೦Λܝ͛ͯΈ·͠ΐ͏ʂ

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͝ࢀՃ͋Γ͕ͱ͏͍͟͝·ͨ͠ʂ 2"