‘There is no such thing as a bad idea‘ is sometimes touted as the first rule of being creative. I guess I’m in agreement with this, in that I’ve always found being creative very easy. I was taught in Art College not to be too precious about ideas and I will happily pile them high and sell them cheap.
However, you have to recognise that the real creative challenge is not coming up with ideas, it is spotting which ones will work. It is easy to back a horse, but picking a winner is much more difficult.