Typically after research and research synthesis I like to have a workshop that includes representatives from sales, marketing, engineering, design and executive stakeholders. I usually schedule 2-3 days for this and a week of prep ahead of time. The first half of the first day will be a read out of the research synthesis to act as a grounding set of data for the session. Then I’ll have 2 days of mental activities planned to generate ideas, starting with the broadest ideas and getting down to brass tacks of what is implantable and desirable. Out of this we will output a recap document showing the agreed upon ideas to pursue.
The benefits of this are two fold, you get good alignment through every group before pen hits paper, and each group feels as if they participated in the product creation process at the very start making approvals easier down the line. In actuality I typically have a design only session to pre develop some ideas so the deck is a little stacked. 