SCAMPER is a creativity checklist for improving a product, process or idea: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse (or Rearrange). Bob Eberle arranged it in the early 1970s, drawing heavily on idea-spurring questions by Alex Osborn, founder of the Creative Education Foundation, whose Applied Imagination appeared in 1953 (Eberle, 1972).
SCAMPER assumes most new ideas are changes to, or combinations of, existing ones.
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Work through the prompts
Each letter is a question: what could we substitute, combine, adapt, modify, repurpose, remove or reverse?
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Generate before judging
List many answers for each prompt before ruling any out.
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Converge
Score the ideas against cost, feasibility and customer need, then test the strongest.
Where you see it today
AI as the idea generator
Language models can run all seven prompts in seconds. In an experiment, Doshi and Hauser (2024) found writers given AI story ideas produced work rated more creative, especially less creative writers, but the stories were more similar to each other. More ideas can mean less variety.
Research ideation
Si, Yang and Hashimoto (2024) had over 100 NLP researchers blind-review ideas and found LLM-generated research ideas were judged more novel than expert ideas, but slightly weaker on feasibility. Generation is getting cheap; selection is the bottleneck.
AI coding tools combine a chat assistant with the code editor. AI answer engines try to eliminate the step of clicking through a list of links. Both are SCAMPER moves on an older product.
Put to another use
Graphics processors, built to render games, were put to another use as the workhorse of AI training, one of the most consequential repurposings in recent computing.
SCAMPER vs other idea methods
SCAMPER
How it generates ideasSeven prompts applied to something that exists
Best forImproving products and processes
Brainstorming
How it generates ideasFree group idea generation, judgment deferred
Best forOpening up a problem quickly
Lateral thinking
How it generates ideasDeliberate provocation and random entry points
Best forEscaping fixed assumptions
TRIZ
How it generates ideasPatterns for resolving technical contradictions
Best forEngineering trade-offs
Reverse brainstorming
How it generates ideasAsk how to cause the problem, then invert
Best forFinding failure points
How to use it
Write the object in one sentence before you start, so every prompt targets the same thing.
Ask an AI assistant for several answers per letter, then add your own; do not stop at the model's list.
Ask for unusual or contrarian variants on purpose, to counter the drift toward similar ideas.
Score ideas on customer value, cost and feasibility before anyone builds anything.
Pick one idea per session and test it with real users within a week.
The Business Engineer lens
When AI makes idea generation nearly free, the scarce skill is judging which variations are worth building. The Business Engineer treats that judgment, not the brainstorm, as the core of strategic thinking.
Substitute, Combine, Adapt, Modify, Put to another use, Eliminate and Reverse (sometimes Rearrange).
Who created the SCAMPER method?
Bob Eberle arranged it in the early 1970s, drawing on idea-spurring questions developed by Alex Osborn, founder of the Creative Education Foundation.
Can AI do SCAMPER?
Yes, a language model can generate variations for each prompt in seconds, but research suggests AI-assisted ideas can become more similar to each other, so human screening matters.
When should you use SCAMPER?
When you want to improve an existing product, service or process rather than invent something from nothing.
The complete explainer, cleaned up and reformatted for mobile.
PROCESS & METHOD
SCAMPER Method
Eighteen years later, it was adapted by psychologist Bob Eberle in his book SCAMPER: Games for Imagination Development. The SCAMPER method was first described by advertising executive Alex Osborne in 1953. The SCAMPER method is a form of creative thinking or problem solving based on evaluating ideas or groups of ideas. The SCAMPER method is a simple way to stimulate creative thinking through the brainstorming of ideas. It is based on the philosophy that new ideas are simply modifications or combinations of existing ideas.
Process Flow
Step-by-Step Process
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The SCAMPER method is a simple means of generating ideas to develop new products or improve…
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The SCAMPER method is an acronym of seven question categories.
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The SCAMPER method is a holistic approach to lateral thinking.
Real-World Examples
AmazonAppleCoca-ColaGoogleMcdonald'SNike
Quick Answers
What is the SCAMPER method?
The SCAMPER method is a simple way to stimulate creative thinking through the brainstorming of ideas. It is based on the philosophy that new ideas are simply modifications or combinations of existing ideas.
What are the case studies?
Apple's iPhone : Combine : The iPhone combines various technologies like the touchscreen interface, camera, and mobile apps to create a multifunctional device..
Key Insight
Eighteen years later, it was adapted by psychologist Bob Eberle in his book SCAMPER: Games for Imagination Development. The SCAMPER method was first described by advertising executive Alex Osborne in 1953. The SCAMPER method is a form of creative thinking or problem solving based on evaluating ideas or groups of ideas.
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FourWeekMBA x Business Engineer | Updated 2026
The SCAMPER method is a simple means of generating ideas to develop new products or improve existing products through brainstorming.
The SCAMPER method is an acronym of seven question categories. Each category can be analyzed when or as a business sees fit. There is no requirement to run through the list sequentially.
The SCAMPER method is a holistic approach to lateral thinking. It helps businesses consider all perspectives and make decisions most likely to encourage creativity and innovation.
Definition
ExplanationThe SCAMPER method is a creativity and innovation technique used to stimulate creative thinking and problem-solving. It was developed by Alex Faickney Osborn, an advertising executive, and later expanded by Bob Eberle. SCAMPER is an acronym representing different ways to manipulate and explore existing ideas, products, or processes to generate new and innovative solutions. Each letter in SCAMPER stands for a specific action that prompts creative thinking.
Key Concepts
Explanation– Substitute: This involves replacing one element or component with another to explore different possibilities. – Combine: It encourages merging or combining various elements, features, or ideas to create something new. – Adapt: Adapting means modifying or altering an existing element to suit a different purpose or context. – Modify: Modification involves changing attributes like shape, size, color, or structure to generate fresh ideas. – Put to Another Use: This action prompts thinking about using an idea, product, or concept in a context different from its original purpose. – Eliminate: Eliminating elements or aspects that are not essential or redundant can lead to innovative solutions. – Reverse: Reversing involves considering what happens when you reverse or flip certain elements or processes, leading to unique insights.
Characteristics
Explanation– Versatility: SCAMPER can be applied to various domains, including productdesign, marketing, problem-solving, and creative thinking in general. – Systematic: It provides a structured and systematic approach to brainstorming and ideation. – Adaptability: The method is adaptable to different situations and challenges, making it a valuable tool for innovation. – Action-Oriented: SCAMPER prompts action and exploration, encouraging participants to actively manipulate ideas.
Implications
Explanation– Enhanced Creativity: SCAMPER stimulates creative thinking by encouraging individuals or teams to approach problems from multiple angles. – Innovation Catalyst: It can serve as a catalyst for innovation, helping organizations discover new product ideas, improve processes, and solve complex issues. – Problem-Solving Aid: SCAMPER aids in problem-solving by breaking down challenges into manageable parts and exploring various solutions. – Diverse Perspectives: It promotes diverse perspectives and collaboration within teams, as each member may apply SCAMPER in their unique way.
Advantages
Explanation– Idea Generation: SCAMPER is effective in generating a wide range of ideas quickly. – Structured Approach: It provides a structured framework for creative thinking and innovation. – Flexibility: SCAMPER can be applied to different situations, industries, and problems. – Encourages Exploration: It encourages exploration and experimentation with existing ideas or concepts.
Drawbacks
Explanation– Overcomplication: In some cases, SCAMPER may lead to overcomplicated solutions when too many modifications are introduced. – Lack of Guidance: It provides a framework for generating ideas but may not offer guidance on selecting the most viable or practical solutions. – Subjectivity: The effectiveness of SCAMPER may vary depending on individual creativity and interpretation.
Applications
Explanation– Product Design: SCAMPER can be used to enhance or create new products by applying each of the seven actions to existing designs or concepts. – Marketing Strategy: It can help marketers brainstorm innovative marketing campaigns, advertisements, and promotions. – Problem-Solving: SCAMPER is valuable in problem-solving situations, where a structured approach to idea generation is needed. – Creative Workshops: Many creative workshops and brainstorming sessions use SCAMPER as a tool to stimulate creativity.
Use Cases
Explanation– Product Improvement: A company uses SCAMPER to improve an existing smartphone design by substituting materials, combining features, and adapting user interfaces. – Marketing Campaign: A marketing team applies SCAMPER to develop a unique advertising campaign by putting the product to another use, combining unexpected elements, and modifying messaging. – Innovative Packaging: A packaging designer utilizes SCAMPER to create innovative and eco-friendly packaging solutions by eliminating unnecessary elements and adapting materials. – Educational Activity: A teacher uses SCAMPER as an educational activity to encourage students to think creatively and come up with alternative solutions to everyday problems.
Conclusion
ExplanationThe SCAMPER method is a powerful tool for sparking creative thinking and innovation. By systematically applying each of its seven actions, individuals and teams can explore new possibilities, solve problems, and generate fresh ideas in various domains, ultimately driving innovation and creativity.
Eighteen years later, it was adapted by psychologist Bob Eberle in his book SCAMPER: Games for Imagination Development. The SCAMPER method was first described by advertising executive Alex Osborne in 1953. The SCAMPER method is a form of creative thinking or problem solving based on evaluating ideas or groups of ideas.
Understanding the SCAMPER method
The SCAMPER method is a simple way to stimulate creative thinking through the brainstorming of ideas. It is based on the philosophy that new ideas are simply modifications or combinations of existing ideas.
To generate new ideas during the product development process, businesses must ask seven different types of questions.
The seven questions of the SCAMPER method
The seven questions โ which comprise the acronym SCAMPER โ can be tackled in any order that the project team sees fit. There is no emphasis on following a sequential process.
Team leaders should also consider a wide range of creative ideas, no matter how ridiculous they initially sound.
Here is a look at each of the seven question categories
Substitute โ what parts of a product or service can be substituted with something else? Are there better alternatives that will not affect the broader project? Are there substitutes and simpler and most cost-effective to produce? Team members can also be swapped out for someone with a different perspective. In the early days of McDonald’s, glass and porcelain table implements were replaced with paper and plastic to avoid dishwashing.
Combine โ how can two or more parts of a product, problem, or process be combined to produce something innovative? How can certain expertise be combined?
Adapt โ could products or services be adapted or tweaked to improve performance? How can the product or service be made more user-friendly or attractive?
Modify โ what can be emphasized (or de-emphasized) in a product or problem? Are there certain components or features that could be accentuated in line with consumer demand? Indeed, which components are superfluous and should be omitted? Here, the focus should always be on creating value.
Put to another use โ how can a product or service be repurposed? Could it be better utilized by a different target audience? Might the consumer use a product in a way that was not intended? In 1974, McDonald’s opened the first Ronald McDonald House charity to assist children and their families dealing with cancer.
Eliminate โ can the product or service be simplified through the elimination of one or more aspects? Can it be made smaller, more efficient, or easier to assemble? Elimination is crucial in refining a product to the point where only the primary function remains. For example, McDonald’s chose to eliminate table service to save money on wait staff and simplify its process.
Reverse/rearrange โ what happens if a process is run backward? Can the pace or order of the schedule be modified? Can components be rearranged more efficiently?
Case Studies
Apple’s iPhone:
Combine: The iPhone combines various technologies like the touchscreen interface, camera, and mobile apps to create a multifunctional device.
Substitute: Apple continually looks for better materials and technologies to replace components in its iPhones, such as upgrading from LCD to OLED screens.
Adapt: Apple adapts the iPhone’s operating system to improve performance and user experience through regular software updates.
Modify: The company emphasizes certain features like camera capabilities and processing power based on consumer demand.
Put to Another Use: iPhones are repurposed for various applications beyond communication, such as mobile gaming and photography.
Eliminate: Apple often eliminates outdated hardware components, like removing the headphone jack to prioritize wireless audio.
Reverse/Rearrange: Apple explores different design layouts and user interface arrangements in iPhone iterations.
Tesla’s Electric Vehicles:
Substitute: Tesla seeks advanced battery technologies to substitute traditional combustion engines with electric power.
Combine: Tesla combines electric propulsion, autonomous driving features, and renewable energy integration in its vehicles.
Adapt: Continuous software updates adapt Tesla vehicles’ functionality, improving autonomy and user experience.
Modify: Tesla emphasizes features like range, performance, and safety based on customer preferences.
Put to Another Use: Tesla’s electric vehicles can be repurposed as power sources for homes during power outages.
Eliminate: Tesla simplifies vehicle design by removing many traditional car components like exhaust systems.
Reverse/Rearrange: Tesla explores alternative vehicle layouts and interior arrangements for future models.
Google’s Search Engine:
Substitute: Google explores alternatives to traditional search algorithms, experimenting with AI-driven search technologies.
Combine: Google combines various data sources and AI algorithms to provide personalized search results and recommendations.
Adapt: Google adapts its search engine to local languages and cultures, making it more user-friendly worldwide.
Modify: Google emphasizes mobile-friendly search results and rich snippets to enhance user experience.
Put to Another Use: Google’s search engine data is repurposed for services like Google Maps and Knowledge Graph.
Eliminate: Google simplifies the search interface by reducing clutter and unnecessary features.
Reverse/Rearrange: Google experiments with the arrangement of search results and user interface elements for optimization.
Coca-Cola’s Beverage Innovation:
Substitute: Coca-Cola explores alternative sweeteners and ingredients to create healthier beverage options.
Combine: The company combines various flavors and ingredients to create unique limited-edition soda flavors.
Adapt: Coca-Cola adapts its products to local tastes and preferences, introducing region-specific flavors.
Modify: Coca-Cola emphasizes packaging modifications and portion sizes to meet changing consumer demands.
Put to Another Use: Coca-Cola repurposes its branding and intellectual property for merchandise and marketing campaigns.
Eliminate: Coca-Cola simplifies product lines by discontinuing underperforming beverages.
Reverse/Rearrange: The company experiments with different combinations of flavors and ingredients for new beverage concepts.
Amazon’s Echo Devices:
Substitute: Amazon continuously seeks improved voice recognition technology to replace existing components in Echo devices.
Combine: Echo devices combine voice assistants, smart home controls, and audio playback features for a multifunctional experience.
Adapt: Amazon adapts Echo devices to integrate with a growing ecosystem of smart home devices and services.
Modify: Amazon emphasizes sound quality and device aesthetics based on user feedback and preferences.
Put to Another Use: Echo devices can be repurposed for tasks beyond voice assistance, such as controlling home automation systems.
Eliminate: Amazon simplifies device controls by removing physical buttons and using voice commands.
Reverse/Rearrange: Amazon explores alternative form factors and placements for Echo devices.
Key takeaways
Origin and Evolution of the SCAMPER Method:
The SCAMPER method was introduced by advertising executive Alex Osborne in 1953 as a way to stimulate creative thinking and problem-solving.
Psychologist Bob Eberle adapted it in his book “SCAMPER: Games for Imagination Development” eighteen years later, making it a tool for generating ideas and enhancing creativity.
Philosophy and Essence of SCAMPER:
The SCAMPER method is built on the idea that innovative ideas are often variations, modifications, or combinations of existing concepts.
It provides a structured framework for evaluating and expanding upon ideas to generate new solutions and possibilities.
Seven Questions of the SCAMPER Method:
SCAMPER is an acronym representing seven different question categories that guide the creative brainstorming process.
These questions can be addressed in any order, allowing flexibility and adaptability to the specific problem or project.
Substitute:
Focuses on replacing certain aspects of a product, service, or solution with alternatives.
Encourages thinking about better materials, components, or perspectives that could enhance the overall result.
Example: McDonald’s substituting glass and porcelain utensils with disposable materials to improve efficiency.
Combine:
Involves exploring ways to integrate or merge different elements or concepts to create something novel.
Can lead to innovative solutions that arise from the synergy of combining different elements.
Example: Combining different areas of expertise within a team to generate unique insights.
Adapt:
Considers how existing products or solutions can be adjusted or modified to improve performance or user experience.
Emphasizes user-friendliness, attractiveness, and adaptability.
Example: Adapting a software interface to make it more intuitive for users.
Modify:
Focuses on altering specific components or features of a product or solution to align with consumer demand.
Encourages emphasizing valuable aspects and eliminating unnecessary ones.
Example: Enhancing certain features of a smartphone based on consumer preferences.
Put to Another Use:
Explores repurposing a product or solution for a different audience or context.
Identifies unconventional uses that may provide value in unexpected ways.
Example: McDonald’s repurposing its resources to establish the Ronald McDonald House charity.
Eliminate:
Involves simplifying a product or solution by removing non-essential components or steps.
Aims to refine a concept to its core function, making it more efficient and focused.
Example: McDonald’s eliminating table service to streamline operations and reduce costs.
Reverse/Rearrange:
Encourages thinking about the effects of reversing or rearranging elements in a process or solution.
Explores alternative sequences and perspectives to uncover new insights.
Example: Reversing the order of a workflow to discover potential improvements.
Benefits and Key Takeaways:
The SCAMPER method serves as a practical and systematic approach to generating creative ideas.
It fosters a culture of innovation by encouraging teams to explore various angles and possibilities.
By applying the seven question categories, businesses can refine existing products and develop new ones.
Flexibility and Holistic Thinking:
The SCAMPER method’s non-sequential nature allows teams to address the questions in the most relevant order.
It promotes holistic thinking by considering diverse perspectives, which leads to well-rounded solutions.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
