Why is the creative process so stubborn?

I swear, sometimes it seems impossible to get an idea started.

Mike from D-Mentd and I are working on an idea for Project: Direct this year and it is proving extremely difficult.

The basic conversation goes like this:

Mike: "So, you think of anything yet?"

Will: "Nope."

Mike: "Yeah, me neither."

It's not like we're stumped for ideas, we have tons.  It really comes down to picking WHICH ONE.

Anyway, just a little rant.

Back to brainstorming.

William