The purpose of this study is to evaluate the initial phase of the innovation process in Colsubsidio, known as fuzzy front end, in order to identify how easy or complex it is to generate ideas within the organization under the current working conditions of its collaborators. For this purpose, a systematic review of more than 45 academic publications that address the generation of ideas in various social, academic, industrial and geographical contexts was carried out, whose theoretical findings were contrasted with the results of a survey applied to 311 Colsubsidio employees designed to assess their perspective on the innovation culture in Colsubsidio. The analysis showed that among the main facilitators of idea generation are the understanding of the innovation model, leadership and support from superiors, incentives and recognition offered, the culture of continuous learning, internal communication and the use of methodologies and external inspiration, while among the barriers, lack of time, bureaucratic rigidity, limited resources, fear of failure and resistance to change were identified. Based on these findings, recommendations focused on enhancing the aspects that favor creativity and overcoming the limitations detected are proposed, with the purpose of strengthening Colsubsidio's capacity to foster an organizational culture that continuously and effectively facilitates the generation of ideas aligned with its strategic objectives.