One of my favorite brainstorming frameworks is the SCAMPER technique. It stands for Replace, Combine, Adapt, Modify, Repurpose, Eliminate and Reverse. Advertising executive Alex Faickney Osborn developed the original principles in 1953. Then, Bob Eberle turned them into a memorable acronym and expanded on the concept in 1971 when he wrote the book. Scamper: Games for the development of imagination.

Many people believe that creative thinking it is an innate ability. That may be true for some people, but the rest of us can be creative too, with tools like SCAMPER. Let's dive in.

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Define the problem to solve

Before you start, define the problem clearly. You can apply SCAMPER to products, processes, ideas or anything else you want to improve. You can also use it to discover new opportunities to compete. To illustrate the technique, let's consider the transition from combustion engine cars to electric vehicles (EVs) as we explore each component of the SCAMPER technique.

substitute

The first component of SCAMPER is Substitute. Look at your idea and break it down into its parts. What people, materials, processes or other elements does it consist of? Which people could you replace in the process to get a different result and why? What happens if you change a material, process or something else?

If you were brainstorming ways to upgrade gas cars, you may be wondering what to replace. Eventually, you may wonder if you can replace its power source. The switch from gas to electricity is the substitution that sparks the idea of ​​electric cars and starts the chain reaction of imagining every component replaced with an electronic equivalent.

Combine it

Now take your existing components as well as your replacement items and imagine combining them in new ways. Can you produce a better result? Are there functions or features you could combine to make your idea better in some way? What about the process?

The undercarriage of standard cars is usually made up of hundreds of parts that are assembled together during production. Tesla simplified the underside of their vehicle with a process called gigacasting, where they throw it as a single unit. You can think of this as the combination of hundreds of parts that are required for the same purpose in gas cars.

Customizing

As you dive deeper into the SCAMPER technique, consider how you can adapt your idea. Can you transform a process or component of your idea into do it better? Is it possible for your idea to work differently?

In our example, don't just think about adapting the vehicle or its power source. Think about the driver. How did people have to adapt to make electric cars popular? One way was that they had to be content with slowly charging their vehicles at home or finding charging stations instead of relying on the vast network of gas stations. This led to innovations in the way electric vehicles are powered. For example, we find charging stations in shopping malls and other places where people spend time doing other things. Another example of adaptation was developing a method for it quick exchange weak batteries with fresh ones, rather than requiring drivers to wait for charging to complete.

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EDIT

You can think of substituting, combining parts, and adapting as different forms of modification. Now, think through other ways you can change things that don't fit into those categories. What happens if you make this change? Can you increase or decrease something to produce a different effect? Try zooming in and out to identify other things to edit.

One modification that Tesla made was flatten the battery and use it to reinforce the floor of the car. Compare this to installing the battery in the back or front of the car like the Prius and other earlier vehicles. The result was a lower center of gravity, improving safety and handling, among other benefits.

Put it to another use

Now think about how you can use your product, process or idea in a different way. How can you put it to another use? Think about adjacent markets that you haven't explored.

Part of Tesla's success has been their focus on “coolness” in their marketing, rather than utility. They have put EVs to a new use with Cybertruck, which looks like something out of Mad Max. it's cold. They have put their technology to other uses as well. EV semi trucks are capable of carrying heavy loads. Over time, we may see even more ways to put this technology to other uses.

Eliminate

Take another look at all the components of your concept. What would happen if you removed one of its parts? What about other parts or processes? Are there unnecessary components?

A radical innovation was for Tesla to digitize the dashboard of their electric vehicles. This move eliminated the analog dials, mechanical odometers and other bits and replaced them with a 17-inch LCD. The change simplified the design and reduced parts while increasing flexibility.

The opposite

What would happen if you turned your idea around, turned it upside down, or changed the order of things? What about flipping it back and forth? Will anything change?

One notable difference between EVs was the relationship between driver and car. By definition, drivers drive cars. With the arrival of self-driving cars, the car effectively “drives” the “driver”. You can also try looking at the manufacturing process from the other side as a way to identify waste and optimize production.

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You can apply the SCAMPER technique to almost any industry. Take the EV examples throughout this article and try replacing them with a product, process, or idea you're working on. Teach this method to your team and see how your organization does it more innovative and entertainment.