How does this gel with our Invention filter?
" So you have two choices about the shape of hole you start with. You can either dig a hole that's broad but shallow, or one that's narrow and deep, like a well.
Made-up startup ideas are usually of the first type."
This is interesting because in school we learned that the goal of a product (from a P&G perspective) is to occupy a wide niche. Our clients products seem broad and shallow in their messaging. Maybe our job is to find the opportunities to create the incredibly narrow but deep wells - making it look more like the ocean floor rather than a lake bottom? (OK, no more metaphors).
The "Noticing" subsection really starts to dive into our systems thinking - our job is to ask the probing questions (as those that live in the future).