This explores the development and success of Poipoi Battler, a water gun sport that uses goldfish scooping nets ("poi") as targets, illustrating two key principles for innovation and market penetration.

It argues that innovative ideas are often born from the combination of existing, disparate elements, such as water guns, traditional Japanese festival culture, and modern video games like Splatoon, which are connected by the underlying theme of "water."

Furthermore, it highlights a successful business strategy shift by the sport's developer, Horishoten, which involved reversing the roles of purpose and means, prioritizing the cultural popularization of the sport (the new purpose) over direct product sales (the new means), thereby creating organic demand for related merchandise.