When there is motion, it creates an impact of the environment.
First, the path is barely noticeable. But then, others see the hint of a path and walk on it, making it more clear. Finally, the path becomes the route.
Sometimes there’s a small rut. But a rut shifts gravity and wheels or feet land in the rut, making it deeper. This is how moguls appear on ski hills as well.
When it rains, the paths and ruts fill with water, and we call them puddles.
Of course, puddles are a metaphor.
Puddles only exist when there’s been some sort of motion that caused a depression that could collect the water. If you want to see how the audience is responding, how the culture is shifting, how your customers are acting–look for the puddles.
Fill in the rut and a new one will appear somewhere else. There are almost always puddles.