This the holy grail of photography as it is with most things in life. I enjoy the hunt as much as looking at the final photograph. The journey is expanding and actually overlaps with many activities in my life. Once you decide to be more creative, it is difficult to contain the energy to one space in your life, you use the same tactics in all aspects. The issue is getting out of the routine that you have established especially if you have been successful with that routine and don't have a real need to change. In business the metaphor is a burning bridge demand, without it, change is unlikely. The key, is making a change that is enjoyable, re-energizing, understanding that if it doesn't work, unlike business, no harm done. It is very easy to get good at portraits, and become a photo factory, or good at landscapes with HDR, and again become a photo factory. So, how do I change?
The first step is to do something different, use your instincts, think of the options, try all of those options. There is a concept called synergy which explains how ideas coming from a small group create a new idea that no single individual could have developed. It is the highest thinking order of groups and while not ordinary it is possible where brainstorming is open, goals are clear, and change is expected. I mention this to encourage you to shoot with friends as a group, talk about different ideas, set a goal of doing it different, share success, and above all exhaust all of the options, you can think about. This is just one way of beginning the journey. There are other resources, check out Harold Davis at Photoblog2.com or his articles on creative photography at https://photo.net/column/harolddavis/becoming-a-creative-photographer/. Good luck, if you get into it, it will change your photography for the better.