I wonder if you guys are using any methodologies like Design Thinking or Jobs to Be Done in order to discover problems and develop ideas. If not, are you depending on your gut feelings only?
I'd say trusting gut feelings can lead to innovation, but methodologies like Design Thinking or Jobs to Be Done can add a structured approach to ideation.
It is a difficult question. One seeks to be creative or creativity just appears? The key is to look for a problem and start evaluating how to solve it.