Understanding SCAMPER
SCAMPER is a powerful creative thinking technique developed by Bob Eberle that helps teams generate innovative ideas by systematically exploring different ways to modify, improve, or transform existing products, services, or processes. Each letter in SCAMPER represents a different type of thinking prompt. The acronym stands for: Substitute, Combine, Adapt, Modify/Magnify, Put to other uses, Eliminate, and Reverse/Rearrange. This method is particularly effective when you have an existing product or concept that you want to improve or innovate upon. SCAMPER provides a structured approach to creative thinking that prevents teams from getting stuck in conventional patterns. By systematically exploring each transformation possibility, teams often discover unexpected solutions and breakthrough innovations.
The Seven SCAMPER Phases
Each phase of SCAMPER prompts you to think about your idea from a different angle:
- 1
Substitute: What elements could be replaced or exchanged with something else? Consider materials, resources, methods, or people.
- 2
Combine: What ideas, features, or purposes can be merged or blended together? Think about partnerships, integrations, or mergers.
- 3
Adapt: What can be adjusted or adapted from other contexts? Look to other industries, similar situations, or past solutions.
- 4
Modify/Magnify: What can be changed, enlarged, or exaggerated? Consider adding features, increasing scale, or emphasizing aspects.
- 5
Put to Other Uses: What else can this be used for? Explore alternative applications or different user groups.
- 6
Eliminate: What can be removed, simplified, or streamlined? Think about unnecessary features, complexity, or barriers.
- 7
Reverse/Rearrange: What if we reversed the process, order, or components? Consider flipping roles, sequences, or perspectives.
Simple SCAMPER Examples
Here are some quick examples of how SCAMPER transforms ideas:
A traditional coffee shop
Substitute
Replace coffee beans with matcha, adapt the café model to a tea ceremony experience
Transform a coffee shop into a premium tea experience by substituting the core product and adapting the service model.
A fitness app
Combine
Merge fitness tracking with social networking and meal planning
Create a comprehensive wellness platform that combines multiple related services into one integrated experience.
A delivery service
Put to Other Uses
Use delivery network for package returns, document notarization, or local sampling
Leverage existing delivery infrastructure for additional revenue streams and services.
SCAMPER vs Other Creativity Methods
Understanding when to use SCAMPER versus other ideation methods:
SCAMPER vs Brainstorming
Use SCAMPER when:
- ✓You have an existing product or concept to improve
- ✓You need systematic exploration of transformation possibilities
- ✓You want structured prompts to avoid getting stuck
- ✓You're working on product innovation or enhancement
Use Brainstorming when:
- ✓You're starting from scratch with no existing concept
- ✓You want rapid, free-flowing idea generation
- ✓You need to generate many ideas quickly without structure
- ✓You're exploring completely new problem spaces
SCAMPER vs Perspective Hats
Use SCAMPER when:
- ✓You're focused on transforming or improving something specific
- ✓You want systematic prompts for modification
- ✓You're working on product or service design
Use Perspective Hats when:
- ✓You need to analyze an idea from multiple viewpoints
- ✓You want to explore emotional, logical, and creative perspectives
- ✓You're evaluating ideas rather than generating transformations
Quick SCAMPER Exercise: 15-Minute Transformation
Try this quick exercise to practice SCAMPER thinking:
15 minutes
- • Paper and pen
- • An existing product or service idea
Instructions
- 1
Choose an existing product, service, or process you want to improve (e.g., "email app", "coffee shop", "meeting format")
- 2
Set a timer for 2 minutes per SCAMPER letter (14 minutes total)
- 3
For each letter (S-C-A-M-P-E-R), write down 3-5 transformation ideas
- 4
Don't judge ideas—just generate possibilities
- 5
After completing all 7 phases, review your ideas and identify the 3 most promising transformations
- 6
Consider how you could combine multiple SCAMPER approaches for even more innovative ideas
Frequently Asked Questions
What is SCAMPER?
SCAMPER is a creative thinking technique that uses seven prompts (Substitute, Combine, Adapt, Modify/Magnify, Put to other uses, Eliminate, Reverse/Rearrange) to systematically explore ways to transform or improve existing products, services, or processes.
When should I use SCAMPER?
SCAMPER works best when you have an existing product, service, or concept that you want to improve or innovate upon. It's particularly effective for product development, service design, and process optimization.
How does SCAMPER work in Ideadrive?
In Ideadrive, SCAMPER sessions offer free navigation between all seven phases. You can move between phases at your own pace, with ideas automatically organized by SCAMPER category. The platform runs for 30 minutes total, giving you flexibility to spend more time on phases that generate the most ideas.
Do I need to go through SCAMPER phases in order?
No. In Ideadrive, you can navigate freely between SCAMPER phases. Spend more time on phases that resonate with your challenge, and revisit phases as needed to fully explore transformation possibilities.
Can I combine multiple SCAMPER approaches?
Absolutely! After exploring individual phases, try combining different SCAMPER approaches. For example, you might Substitute AND Combine, or Eliminate AND Reverse. This often leads to the most innovative ideas.