I think idea generation/ creativity is a competitve advantgage because it is a skill that a lot of people don't have and it is essentially the ability to create

I think idea generation/ creativity is a competitve advantgage because it is a skill that a lot of people don't have and it is essentially the ability to create "possible" new value. But as people mentioned they worthless if you do not execute. I come up with good ideas all the time becasue I am naturally curious on how things work and love to solve problems. It is psychologically rewarding to me to solve complex problems and coming up with ideas and being correct. So if you are natually curious and can critically think you should be coming up with a lot of ideas.