For this we do write Personas as well as "Jobs to be done". When you use both approaches it makes things more clear, you get to right direction with a little extra effort.
We do a lot of research and try to gather as much information as can, so that we don't miss a single bit. Then we sit over this and share our feedbacks and brainstorm and propose different ideas/solutions. After that we vote and make a decision what to do next.
Currently we are working on a new product and it's already under-development. We are following same steps that I have mentioned above and these are super useful. We have learnt so many things about the users needs and necessary features that we have to have in our MVP.