How do you know if you need an idea? Not many people actually feel that they need new ideas. Things are maintained by complacency and routine. New ideas represent a risk.
Improvement is usually reserved for problem-solving. If there is something wrong, then an improvement is needed to put it right.
The pressure that competition brings can be the best motivator for seeking new ideas. There is the fear that you could be left behind by a competitor if things stay as they are. Change is therefore necessary - and change means new ideas.
Complacency is the enemy. If something is not seen as inadequate, then you are not going to set about improving things or taking the risk of change.
It is very rare for someone to say: 'Everything is OK and going well but we can do better and improve.'
There are people who really do 'need' new ideas, and situations where new ideas are needed badly. However, there are many more situations where a new idea would be beneficial but there is no apparent need and the fear of risk is present.
Value is imperative. Any defined objective is simply a package of the values you want to achieve or deliver. If you can define the values you want to achieve and deliver, then you will have a far greater chance of finding a new idea.
As a test, sit down and define a need for a new idea. You might want a new idea in a specific area. You might want a new idea to deliver a desired value. You might want a new idea to solve a problem or to achieve a particular objective. Don't make the defined need too broad - for instance, 'I want to make more money', or 'to be happier'.
Making the effort is what matters.