Some people see great value in the generation of new ideas. Some do not.
Some people do a very good job of generating new ideas. Some do not.
Some people do a very good job of analyzing new ideas. Some do not.
Sometimes our ideas come to us as intuitive flashes of brilliance.
Sometimes our ideas are inspired by observing others' ideas in action.
Sometimes our ideas arrive as a result of concerted strategic activity, for example - brainstorming [which we have evolved into ideastorming].