I don't think most companies have a problem with ideas.
They usually have plenty. New channels. New products. New features. New markets.
The weak part is what comes after.
How did we test the idea? What did we learn? Why did we keep going? Why did we stop?
This is where it gets foggy.
And when this part is foggy, innovation becomes a strange word.
Because the company isn't really innovating.
It just tries new things and learns nothing from them.