SCAMPER
A structured creativity checklist where each letter prompts a different angle of attack on an existing product, service, or process: Substitute, Combine, Adapt, Modify/Magnify, Put to other uses, Eliminate, Reverse/Rearrange. SCAMPER forces systematic exploration of variations that might otherwise be overlooked.
How to run it
- 1
Define the subject: a product, service, process, or problem to improve.
- 2
Work through each SCAMPER prompt systematically:
- 3
S — Substitute: what can you replace? Materials, processes, people?
- 4
C — Combine: what can you merge with something else?
- 5
A — Adapt: what can you borrow or adapt from elsewhere?
- 6
M — Modify/Magnify: what can you change, enlarge, or exaggerate?
- 7
P — Put to other uses: how could this be used differently?
- 8
E — Eliminate: what can you remove to simplify?
- 9
R — Reverse/Rearrange: what if you flipped it, reversed the order, or rearranged components?
- 10
For each prompt, generate as many ideas as possible before evaluating.
- 11
Collect the most promising ideas for further development.
Tips
Don't censor during generation — write down every idea even if it seems absurd.
The most surprising ideas often combine multiple SCAMPER letters.
Works best as an individual ideation tool before a group sharing session.
Variations
Apply SCAMPER to a competitor's product to generate differentiation ideas. Use it as a writing prompt for content or messaging ideation.
Where it fits
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