Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".
Theodore LevittThe trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that its advocates have generally failed to distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.
Theodore Levitt