Rebuilding

Sorting your assumptions is diagnosis, but once the fake constraints are cleared away, you can make this more than an intellectual exercise by asking:

If we started today with only the facts and the real constraints, what would we design?

This question stops you from improving the existing answer and forces you to generate new ones, which means you also stop inheriting every assumption baked into that existing answer. (You can optimize a bad structure for a decade and never discover it was the wrong structure)

Consider the following:
1. A team that asks "how do we make the trade show booth perform better" gets a better booth.
2. A team that asks "what are we actually buying with $400,000, and what else buys that" might find the booth matters very little, while having 40 qualified conversations with people who won't take a cold call matters a lot, and there are other ways to buy that.

I do have two warnings for you to at least consider:
1. This is expensive thinking. Spend it where the return is largest: when conventional answers keep disappointing, when the gap is too wide for incrementalism to close, when you catch yourself defending a decision with its own history.
2. It is not brainstorming. Brainstorming removes constraints and hopes. First principles thinking keeps the real constraints and removes only the fake ones. Try to discern between what must be true and what has merely been true.

You have to look closely enough to tell the difference.