Have just read the following from Hank Williams.
http://whydoeseverythingsuck.com/2008/10/what-is-idea-worth.html
He talks about the difference between idea generation and execution which makes a lot of sense and compliments the process for problem solving in which we need to first make sure we have the ‘right’ problem before working on the solution. Otherwise we might well end up with a great solution but to the ‘wrong’ problem.
Likewise with what Hank discusses – we make the process of idea generation less effective when we confuse the process of generating ideas with that of developing and executing ideas.