For people who have focused patent protection on "an invention" (and this is just about everyone), framing of coverage in terms of the "customer solution" may seem like an abstract concept. Importantly, however, no problem is every new, it's just new to you. In this episode, listeners are shown how Procter & Gamble's successful patenting strategy effectively kept competition in its breakthrough (for that time) Swiffer Wet Jet(R) mopping system at bay for many years. This real-life and likely familiar example will help innovators, entrepreneurs, and business leaders who seek to do a better job in generating value from their patenting efforts by ensuring that they can obtain patent protection that does not merely protect the product that they are selling to their customers, but also the value that the customer is being provided.