Ideas take little effort. Some ideas assault us in our sleep. Others occur in the shower. It seems that people discover most ideas when they are not trying to find them. Making takes more effort, though. There is planning and legwork that needs to happen. There is almost always an expense to making, often times costing is all three of the limited resources we possess (time, money and energy). Making is an act of investment.
Shipping takes every fiber of our being, though. Shipping requires the defeat of our doubt and fears. It means making huge sacrifices. It involves laying all of our cards out on the table and exposing our very soul.
Think, then make, then ship. But expect more resistance and cost the deeper into the process you go.