SCAMPER Ideation
Substitute, Combine, Adapt, Modify, Put-to-other-use, Eliminate, Reverse — fast lateral thinking.
Attributed to Bob Eberle (based on Alex Osborn's original checklist).
What it is
SCAMPER is an acronym for Substitute, Combine, Adapt, Modify (or Magnify/Minify), Put to another use, Eliminate, and Reverse (or Rearrange). Developed by Bob Eberle, based on Alex Osborn's original checklist, this method provides a structured approach to creative thinking. By applying each of these verbs as a prompt, individuals or teams can systematically challenge assumptions and explore new ways to enhance or transform an existing product, service, or problem. The technique moves beyond incremental changes, fostering disruptive thinking and uncovering novel solutions.
When to use it
- When an existing product or service needs improvement or innovation.
- During brainstorming sessions to generate a wide range of ideas.
- To break through creative blocks and stimulate new perspectives.
- When seeking to optimize processes or systems.
- To identify new market opportunities or applications for existing offerings.
- As a warm-up exercise for design thinking sprints or innovation workshops.
How to use it
- 1
Select an existing product, service, or process.
- 2
Brainstorm for each SCAMPER prompt.
- 3
Substitute
- 4
Combine
- 5
Adapt
- 6
Modify (Magnify/Minify)
- 7
Put to other use
- 8
Eliminate
- 9
Reverse (Rearrange)
- 10
Evaluate and Refine Ideas
Key concepts
Lateral Thinking
A way of solving problems by approaching them indirectly and creatively, using reasoning that is not immediately obvious.
Brainstorming
A group creativity technique by which efforts are made to find a conclusion for a specific problem by gathering a list of ideas spontaneously contributed by its members.
Innovation
The process of translating an idea or invention into a good or service that creates value or for which customers will pay.
Product Development
The overall process of imagining, designing, engineering, and marketing new products or services, or re-imagining existing ones.
Common pitfalls
- Focusing too heavily on one SCAMPER prompt, neglecting other potentially fruitful avenues.
- Dismissing ideas prematurely without fully exploring their potential.
- Applying SCAMPER to a problem that is too broad or ill-defined, leading to unfocused ideas.
- Failing to document all ideas, leading to lost insights.
- Not selecting a specific product or service to focus on, resulting in abstract or irrelevant ideas.
Further reading
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