Is There a Competitive Analysis?

The first step is to identify gaps in the team's knowledge. From there, you need to understand what are our users' problems and needs. The next step is figuring out the unknown unknowns by focusing on finding problem spaces. And then once you've identified these gaps in knowledge, that's when you really go into a person's world: What are their struggles? What are the pain points? What are their goals? Why are they trying to answer those problems with ideas?