where you started with a theme that then gave shape to an idea, was something that he had come up with on his own. Whereas I tend to think in terms of how people will physically or emotionally respond, starting a project from ideas like “This sort of thing will probably make people feel this way” or “People will love it if we do this,” Iwata’s projects were based more on concrete themes. In this case, he realized the power of language like “brain training,” that people feel uneasy if you say their brain needs exercise, and that proposing steps to keep their brain from atrophying would be a
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