This books may help you to answer this question:

• Paul Arden, It’s Not How Good You Are, It’s How Good You Want to Be, Phaidon, 2003
  A witty and inspiring guide to unlocking your creative potential and thinking differently.
  
  

• Paul Arden, Whatever You Think, Think the Opposite, Penguin Books, 2006

  This bold little book encourages you to break conventions and embrace contrarian thinking.
  
  

• Scott Berkun, The Myths of Innovation, O’Reilly, 2010

  An insightful look at the real stories behind innovation, debunking common myths along the way.
  
  

• Claire Bridges, In Your Creative Element, Kogan Page, 2017

  A practical framework combining science and creativity to help you thrive in creative work. (You can learn more from Claire at nowgocreate.co.uk)
  
  

• Igor Byttebier & Ramon Vullings, Creativity Today, BIS, 2002

  A hands-on book packed with tools, techniques, and insights for developing creative skills in business.
  
  

• Ed Catmull, Creativity, Inc., Random House, 2014

  A compelling behind-the-scenes look at Pixar and how to build a culture that fosters creativity.
  
  

• John Hunt, The Art of the Idea – and How It Can Change Your Life, powerHouse, 2009

  A philosophical and visual exploration of ideas, and how they shape the way we live and work.
  
  

• Maira Kalman, The Principles of Uncertainty, Penguin Books, 2007

  A beautifully illustrated, poetic reflection on life, uncertainty, and the creative process
  
  

• Tom Kelley & David Kelley, Reclaim Your Creative Confidence, Harvard Business Review

  An influential article that encourages everyone to rediscover and apply their creative potential.
  
  

• Austin Kleon, Steal Like an Artist, New York, 2011

  An inspiring manifesto for embracing influence, remixing ideas, and finding your own voice as a creator.
  
  

• Jonah Lehrer, Imagine, New York, 2012

  Despite its controversy, this book presents a compelling synthesis of creativity research and stories. (Note: Lehrer fabricated a quote—so read it with a critical eye.)
  
  

• Ramon Vullings, Great Leaders Mix And Match - Get ready for the future with the ideaDJ strategy, 2021
  Ramon Vullings is one of my absolute favorite creatives. I devoured his first book, Creativity Today, and recommend it to anyone looking to become familiar with creativity techniques. But for Ramon, techniques are secondary — what truly matters is the mindset behind great ideas and the pursuit of them. Ramon is, quite simply, always and everywhere… optimistic. He firmly believes that for (almost) every problem, there is a creative solution — and he’s always right. His books are written in exactly that spirit.

  This one, too, is essentially a compact summary of the many creative approaches and methods Ramon has been championing for years. So for me, there wasn’t much new — and yet, this small, lovingly designed book still manages to inspire and motivate. But wait! One thought and idea was new to me:
  “Placing a ladder over a banana peel to prevent people slipping over it...” What a wonderful image for solutions that completely miss the point — delightfully memorable. This book is perfect for anyone in need of a quick creative boost or searching for fresh approaches to spark new ideas.

Great ideas come from different angles. Following articles and papers broaden your horizon:

Teresa M. Amabile
How to Kill Creativity
Harvard Business Review, September–October 1998
This article explores how certain managerial practices can unintentionally suppress creativity within organizations.
🔗 https://hbr.org/1998/09/how-to-kill-creativity

Vincent R. Brown & Paul B. Paulus
Making Group Brainstorming More Effective: Recommendations From an Associative Memory Perspective
Current Directions in Psychological Science, 2002
This study offers strategies to enhance group brainstorming by leveraging associative memory processes.
🔗 https://www.researchgate.net/publication/258127887_Making_Group_Brainstorming_More_Effective_Recommendations_From_an_Associative_Memory_Perspective

Maria M. Capozzi, Renée Dye & Amy Howe
Sparking Creativity in Teams: An Executive’s Guide
McKinsey Quarterly, April 2011
The authors provide practical techniques for executives to foster creativity within their teams.
🔗 https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/sparking-creativity-in-teams-an-executives-guide

Scott G. Isaksen & John P. Gaulin
A Reexamination of Brainstorming Research: Implications for Research and Practice
Gifted Child Quarterly, Fall 2005
This article reviews the effectiveness of brainstorming and suggests improvements for its application in educational settings.
🔗 https://journals.sagepub.com/doi/10.1177/001698620504900405

Landor
Selling Creativity
Landor Associates
This piece discusses strategies for effectively presenting and selling creative ideas to clients.
🔗 https://landor.com/

Jennifer S. Mueller
Managers Reject Ideas Customers Want
Harvard Business Review, July 2014
Mueller examines why managers often dismiss innovative ideas that customers actually desire.
🔗 https://hbr.org/2014/07/managers-reject-ideas-customers-want

Jennifer S. Mueller, Shimul Melwani & Jack A. Goncalo
The Bias Against Creativity: Why People Desire But Reject Creative Ideas
Psychological Science, January 2012
This research reveals a subconscious bias against creativity, explaining why people may reject novel ideas despite expressing a desire for innovation.
🔗 https://journals.sagepub.com/doi/10.1177/0956797611421018

Barry M. Staw
Why No One Really Wants Creativity
(Exact publication unknown; often cited in organizational psychology literature)
Staw discusses the paradox where organizations claim to value creativity but often resist implementing truly innovative ideas.
🔗 https://www.unhcr.org/innovation/wp-content/uploads/2019/07/Innovation-at-UNHCR-2019-Web.pdf

Where do ideas come from? Brainstormings? Places around the corner? Your kitchen? Your Shower? A good conversation with friends or ... from a video:

The Monkey Business Illusion
Author: Daniel Simons
Link: https://www.youtube.com/watch?v=IGQmdoK_ZfY
This video demonstrates how selective attention can cause individuals to miss unexpected events, highlighting the limitations of human perception.

Joshua Bell Plays at Metro
Author: The Washington Post
Link: https://www.youtube.com/watch?v=hnOPu0_YWhw
World-renowned violinist Joshua Bell performs incognito in a subway station, revealing how context influences people's recognition of talent and beauty.

29 Ways to Stay Creative
Author: TO-FU
Link: https://vimeo.com/24302498
A visually engaging video offering practical tips and habits to maintain and enhance creativity in daily life.

The Deadline Effect: Why Creativity Loves Limits
Author: Opus Clip
Link: https://www.youtube.com/watch?v=rNEL3aqKvsI
Explores how deadlines can serve as a catalyst for creativity, encouraging focus and innovation under time constraints.

Iconoclast – Dr. Gregory Berns | Talks at Google
Author: Dr. Gregory Berns
Link: https://www.youtube.com/watch?v=SIwMKFV7lFk
Neuroscientist Dr. Berns discusses how individuals can break mental barriers to foster innovation and original thinking.

John Cleese on Creativity in Management
Author: John Cleese
Link: https://www.youtube.com/watch?v=Pb5oIIPO62g
John Cleese shares insights on the nature of creativity, emphasizing the importance of creating a conducive environment for creative thinking.

When Ideas Have Sex
Author: Matt Ridley
Link: https://www.ted.com/talks/matt_ridley_when_ideas_have_sex
Ridley illustrates how the exchange and combination of ideas drive human progress and innovation.

Your Elusive Creative Genius
Author: Elizabeth Gilbert
Link: https://www.ted.com/talks/elizabeth_gilbert_your_elusive_creative_genius
Gilbert challenges conventional perceptions of creativity, proposing a new way to think about the creative process and its origins.

Everything is a Remix (2023 Edition)
Author: Kirby Ferguson
Link: https://www.youtube.com/watch?v=X9RYuvPCQUA
Ferguson explores the concept that all creative work builds upon existing ideas, highlighting the interconnectedness of innovation.

The Power of Introverts
Author: Susan Cain
Link: https://www.youtube.com/watch?v=c0KYU2j0TM4
Cain advocates for the value of introverts in a society that often overlooks their contributions, emphasizing the strengths they bring to creative endeavors.

 Try Something New for 30 Days
Author: Matt Cutts
Link: https://www.youtube.com/watch?v=JnfBXjWm7hc
Cutts encourages embracing new challenges for 30 days to foster personal growth and break out of routine.