Snap. Whenever I sat down to cast about for ideas on how to develop the initial form of my PhD, nada, zip. Deliberate concentration on one thing was a shortcut to procrastination.
The 'big idea' came when I was on campus, standing outside smoking. Hit me like a bombshell. I literally ran to see my supervisor, blurted out IT'S JUST A F**G MOLECULE, cleared off his whiteboard and spent the next hour sketching out what turned out to be another 5 years of work.
Those eureka moments are where true creativity turns up, I find it impossible to solve problems through dedicated, stare-at-the-screen thought, but I'll get a brainwave at e.g. the gym and nearly drop the weights on my head.
Companies need to promote creative problem-solving spaces, and I'm not talking about a beanbag area with free lattes, but a sit-and-think, light, non-social way of working that promotes this kind of thing. No idea how this could be done in practice, though.