Depends how you want to create your character...
You could go looking through character art and find an amazing image to build around and it could do really well in CB. It's a solid way to build actually because it captures peoples imaginations...
Over time I moved more towards mechanics and what people hadn't tried before, so I'd try and find an interesting combination of skills or latch on to a specific mechanic and then 'build around' the mechanic... This approach served me the best overall...
First I have to come to a realization that I want to commit enough time and effort to make a build-worthy character.
Then I think of a playstyle I want to explore. Then I think of how I can make the playstyle unique and look into gameplay tips and lore.
When I come up with something, I try to weave it all together. It rarely does. I then go with adding/removing parts, swapping them around etc.
In the end I'm left with a solid concept of a character that I play through the fitting questlines with. I very rarely deviate from the initial plan, it is usually very well-established and tested so it certainly works.
All this makes it pretty much impossible for me to come up with many builds. I spent about a year perfecting my first and only one so far which, however, got to Legendary and in the Hall of Fame. Currently working on the second one
Yeah, certain builders have their niche (be it mechanics, roleplay, lore or what have you), so it's definitely not everybody's cup of tea, but it certainly does inspire a few people. Henson and Paul England readily to mind as builders who seem to use lore as a foundation for many of their builds... and to great effect.
The first two event builds I participated in were all about lore: Resurrection and Factions... a LOT of really cool builds came out of those events. In fact, I seem to recall a particularly awesome build of vampire ninjas based entirely on the Berne Clan ;D