The SCAMPER creativity model, explained
The SCAMPER model is a simple and flexible framework for creative thinking, used by a wide variety of problem-solvers – from entrepreneurs devising new innovative new business models to visual merchandisers designing eye-catching new projects.
It's not a new idea, but its memorability and effectiveness make it a useful addition to any creative problem solving process.
The S.C.A.M.P.E.R. model of creativity (as it’s sometimes known) encourages us to re-examine existing products, services, or processes through seven different lenses, prompting a re-evaluation of what we thought was set in stone – a launchpad for lateral thinking, somewhat like the Six Thinking Hats.
Let’s quickly make like a squirrel and scamper through each of the relevant elements.
The SCAMPER model, visualised
Click the image to enlarge. Click here to download the high-resolution graphic.
The seven tactics of the SCAMPER model
Substitute
The notion of substitution is about asking what elements of a product or process can be replaced without diminishing its value – in fact, ideally enhancing it. Try asking…
What elements within our current approach can we replace with something more efficient, cost-effective, or sustainable?
How can we substitute the tools or technologies we currently use with something more advanced or less conventional?
Can we replace any part of our product or service with something that enhances user experience or adds value in a new way?
Combine
Combining involves merging elements of two or more products or processes to create something new or to enhance functionality. Consider…
Which two or more components of our offerings can we merge to create a novel or more comprehensive solution?
Can we combine our processes or strategies with those from another industry or discipline to innovate our approach?
How can we integrate our product or service with another to solve additional problems or to target a new market segment?
Adapt
Adaptation asks us to consider how elements of one product or process can be adjusted or repurposed to serve another function. Think about…
What existing solutions in other fields or industries can we adapt to address our challenges?
How can we modify an aspect of our product or service to serve a different purpose or audience?
In what ways can we adapt our current limitations into advantages or opportunities?
Modify
Modification encourages tweaking elements to improve a product or process, focusing on change in form, shape, or attributes. Mull over questions like…
How can we change the design, features, or delivery of our product or service to enhance its appeal or functionality?
What can be exaggerated, minimized, or altered in our current model to meet emerging needs or trends?
Can we modify the context, scale, or materials of our offering to tap into new applications or markets?
Put to another use
This element involves thinking about how a product or process could be repurposed or used in a context for which it wasn't originally intended. Start asking…
In what unconventional ways can our product, service, or process be used, and how can we promote these alternative uses?
Can the ‘negatives’ associated with our offering, such as waiting time or wasted use of materials, be put to some positive use elsewhere?
Can we identify secondary or tertiary uses for our product or service that add unexpected value?
Eliminate
Elimination focuses on simplifying by removing unnecessary or less effective elements – or even elements that might SEEM important. Investigate…
What features, processes, or elements of our offering can be removed without compromising value, perhaps even simplifying or improving the end result?
Can we eliminate any steps in our process to make it more efficient or user-friendly?
What assumptions are we making about our product or service that, if eliminated, could lead to innovation?
Reverse (or Rearrange)
This principle suggests looking at the opposite of what you currently do, or rearranging components to see if a better solution emerges. Flip the script by discussing…
How would our product, service, or process look if we did the opposite of what we're currently doing?
Can we swap the order of operations, the flow of our service, or the hierarchy of our features for a beneficial outcome?
What if we reversed our target audience's expectations—how would that change our approach or offering?
SCAMPER model examples
Curious how the SCAMPER creativity model in practice? This table shows how each of the seven factors might inspire a path forward for five different innovation challenges.
| Challenge | Substitute | Combine | Adapt | Modify | Put to Another Use | Eliminate | Reverse |
|---|---|---|---|---|---|---|---|
| Invent a better kind of iPhone case | Use eco-friendly materials like bamboo or recycled plastics. | Integrate a wallet or stand feature into the case. | Adapt shock-absorbent materials used in aerospace for better protection. | Modify the case to include a solar panel for charging. | Use the case as a fitness accessory with a built-in pedometer. | Remove unnecessary packaging for a minimalistic, eco-friendly approach. | Design the case to enhance the phone's aesthetics, making it a fashion statement. |
| Customer queries are taking too long to answer | Replace email responses with a chatbot for common queries. | Combine AI with human oversight for faster, more accurate responses. | Use strategies from fast-food chains to streamline query processing. | Modify the query process with prioritisation algorithms for efficiency. | Use resolved queries as a knowledge base for customer self-service. | Eliminate redundant steps in the query resolution process. | Reverse the process: let customers rate answers and guide the service improvements. |
| Our tech department has high turnover | Substitute traditional hiring methods with skill-based hiring challenges. | Combine flexible working options with career development programs. | Adapt retention strategies from industries known for loyalty, like hospitality. | Modify job roles to include more cross-training and skill development. | Use exit interviews to create a mentorship program for remaining staff. | Cut down on bureaucratic procedures that may frustrate tech employees. | Reverse the turnover trend by focusing on internal promotions and recognitions. |
| Alternative to traditional project management software | Use a decentralized, blockchain-based system for project collaboration. | Merge the best features of communication tools with task management software. | Adapt the Kanban method for use in a more visual, intuitive software interface. | Modify the interface to be more user-friendly for non-technical teams. | Repurpose social media platforms for collaborative project management. | Eliminate complex features that are rarely used by most teams. | Switch from a software to a physical board that digital nomads can carry. |
| Marketing campaign for chocolate cookies | Substitute traditional advertising with user-generated content competitions. | Combine with a popular online game for a themed marketing campaign. | Adapt storytelling techniques from cinema for engaging ads. | Modify the flavour profiles of the cookies in the campaign for uniqueness. | Put the cookies to use in recipes, promoting them as versatile ingredients. | Eliminate the use of artificial ingredients in the cookies. | Reverse the roles: let customers create the campaign, with the best one winning a prize. |