I think knowing what is the market need or work very close to your customer to understand the potential projects with them and knowing your company capability. you can analyze it and convert it to a valid input for a valid product that can help the market and the customer need. Also, design input not necessary to be a new product however it could be a new feature or adding to an exciting product as releasing a new revision of the same product with more option into it. In my opinion, the market needs in a specific industry can be transfer to input to a new product or project.