I think you have to do a full lathering on the puck AND then still add more water, while building some volume on your face/bowl.
The trick is to go way beyond what you think is finished - so you think you are finished on the puck, but you add a couple times more water and keep on loading/building - then you go to your face and build a bit and thin it out - you think you are finished, but then again add a couple times more water.
Won't work will all soaps, as they don't take that much water and I am sure there is a limiting factor with brushes as well...enjoy