You don't create an idea - you discover it.You see, ideas can't be created out of thin air, they are something you discover through constant searching. Through constant study.
Creating implies that you make it. You don't make an idea, you find it. You find it after days of feeling like you don't have the answer. You find it by reading another book about the topic or going for a long drive studying the competition.
The big idea is always out there in the world. You just have to be willing to keep on the journey and find it.