First. Frame the problem. Tip: absence of a product or solution is not a problem.

Second. Paint and experiential solution. You know, describe a picture of the future where this problem isn't around. This is the WHY your product must exist.

Third. Figure out HOW you're going to do it. Demand meaning from every feature, technology and attribute. If it doesn't get you to point #2 above? it's fluff, get rid of it.

Fourth. Consolidate and Shape ideas from #3 into concepts. Now bounce it against #1 with some really good criteria. Some of this will have come from #2.

Tip: There should only be several things your product MUST do really well. Everything else is secondary. Focus.