James Altucher explains this @1:04 in the second video.
He views ideas as a subset of execution. If you are executing something new, by definition there are no formulas yet, so you have to create your own solutions. Sure there are many services, software etc., suppliers. And you are absolutely right, there are many obstacles to execute the idea.
A list of 10 ideas on a piece of paper indeed has little value until it is executed.
But I agree this needs further exploration!
I probably need to read this again:
https://sivers.org/multiply Derek Sivers on how ideas are a multiplier of execution.