The mission critical part of solving a problem is confirming that you’re working on the right problem. The problem is that the direction is often an assumption, opinion or repeat of something that has been done before, but it does assume that they know what the problem really is.
It's unfortunate, but most people are not confident with their creativity. Consequently, neither are their teams or organizations. When we were very young, our creativity knew no bounds. Simple drawings received praise from our parents, and recognition on the refrigerator door. The positive reinforcement inspired more drawings, and the continuous cycle created confidence.