To do great things, you and your people need to consistently think outside the box. You need people who feel very comfortable disagreeing with you, trying new things, tossing out new ideas, and being okay with the fact that several of their ideas may turn out to be outright awful.

Be open to reading more fiction, more nonfiction, more research papers, to help you add knowledge to your life.

The more widely you read, the more chances you have to generate new, creative ideas or come up with interesting angles for what you write about.

Why can't people come up with their own ideas? Why do many people come up with great ideas but don't profit from it?

Each new innovation or idea opens up the possibility of additional innovations and ideas. At first, there are limits, but those limits are continually expanding.