One of the things I try to do is find out about how really brilliant creatives think. The book "the Creative Process Illustrated" does a pretty good job of this. If you have the cash you should pick up a copy of it and let your mind bathe.
I you don't have the money, oh starving junior, there's always youtube. On youtube there are awesome vidoes like the one below where creatives divulge their secrets. Watch it:
It shocks me that a video like this would only have 360 views after three weeks! But that's even more reason for you to watch. You'll know something your competition doesn't.
Enjoy!