When you think about any situation, you can focus your thinking on abstract aspects or specific details. A market segment can be characterized broadly (women 25-34) or specifically (women in an early career phase who are newly-married and starting a family). When setting the ground rules for an innovation, you can describe it generally (find a game-changing way for people to clean their teeth) or in minute detail (create an abrasive cleanser that can be added to toothpaste to simulate that dentist-clean feeling after brushing at home).