SCAMPER is a creative thinking technique developed by Bob Eberle, based on Alex Osborn's brainstorming checklist. It's an acronym for seven types of questions you can ask about an existing product, process, or idea to spark innovative improvements.
How to use it
Take an existing product, service, or process and run it through each SCAMPER lens:
- Substitute — What can you replace? Different materials, people, processes, or components?
- Combine — What can you merge? Combine features, functions, or ideas that are currently separate?
- Adapt — What can you borrow from elsewhere? What ideas from other industries or contexts could apply here?
- Modify (Magnify/Minimize) — What can you make bigger, smaller, faster, slower, or change in some other way?
- Put to another use — Can this be used for a different purpose? In a different market or context?
- Eliminate — What can you remove? What's unnecessary? What if you stripped it to its essence?
- Reverse (Rearrange) — What if you reversed the order, flipped the layout, or swapped roles?
For each lens, generate as many ideas as possible without judging them. Evaluate afterward.
Example
Applying SCAMPER to a coffee shop:
- Substitute: Replace paper cups with edible cups
- Combine: Coffee shop + co-working space + library
- Adapt: Borrow the subscription model from software (monthly unlimited coffee)
- Modify: Miniaturize — offer espresso shot vending machines in offices
- Put to another use: Use the space for evening comedy shows or workshops
- Eliminate: Remove the counter — baristas bring drinks to tables using an app
- Reverse: Customers make their own drinks with guidance (experience-based)
Takeaway
SCAMPER gives you a systematic way to generate creative ideas instead of staring at a blank page. By forcing yourself through each lens, you explore possibilities you'd never consider otherwise.
Put this tool to practice
Apply the SCAMPERto your own situation. Start with a real problem you're facing and work through the steps above.
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