Why is it so hard to generate creative ideas?

Three reasons: perception, rules, logic.

Perception: It’s difficult to see things in ways we’re not used to

Rules: We box ourselves in by assuming rules that really aren’t there.

Logic: Our emphasis on logical thinking works well for helping us navigate most of the problems of our day-to-day world. But to think creatively, we have to stop thinking logically. Albert Einstein: “I never made one of my discoveries through the process of rational thinking.”