How do you get new ideas? Brainstorming is certainly one way. I would argue the best way is to actually stop working completely and go somewhere quiet and peaceful. In that time of peace and quiet I’ll wager that your subconscious will push through nearly completely drafted concepts that you can act on.
It’s the same reason so many keep idea notebooks by their bed and shower. In those non-work moments the lightning is most likely to strike. Ideas will hit you fully formed.