Idea generation is essential to innovation, yet many organizations struggle to generate and manage ideas effectively. This article discusses why idea creation is important and the challenges involved in the ideation process. It also offers insights into how to create an environment that fosters creativity and introduces tools that can help manage and structure the ideation process. The article outlines the three main tools for ideation: physical brainstorming sessions, digital brainstorming, and idea management tools. It also provides a five-step guide to starting your own idea generation process, from preparing the ideation process to evaluating and selecting the best ideas.