I have now realized - to create any idea that is worthwhile requires total immersion into the subject.

If you are creating a big idea for a construction firm - read textbooks on engineering, construction and interior design. Look at real estate on the weekends and talk to real estate agents. Talk to people that are buying their first house and business owners that have buildings they lease out commercially.

The only way to have ideas fully flow is with total immersion in the subject. You simply must be obsessed in this research process or you will have average results.