If the product is self defined then you start with the application, collect and triage its care-abouts, let those lead you to topology choices and detail specs.
If it's an ASIC / custom job then the customer has probably got a lot of that nailed down, may not discuss applications if end use is sensitive, and your first task is instead checking sanity and sufficiency of that spec (or, if you accept that looser engagement style, helping them arrive at same along with cost & schedule).
Or maybe you're a pipeline ADC shop that likes to resell IP, and you work on the customer to get them to like what's "on the shelf and price to move!".