Start out with finding the right problem to solve. This is a combination of “what customers are asking for”, “what customers don’t even know they want yet” and “what can be solved with something simple to understand and manage”
Like designers, if you give a programmer a problem with parameters, they’ll apply every bit of genius they have to solve it in the best possible way. If you tell them how to do it, you’ll suffer the wrath of an angry God.