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Copy of Creativity Technique: SCAMPER

Substitute / Combine / Adapt / Modify / Put to other uses / Eliminate / Rearrange

John Cooper

on 28 September 2013

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Transcript of Copy of Creativity Technique: SCAMPER

Short History
of McDonalds
through a
scamper lens
Short History
of McDonalds
through a
scamper lens
Ray Kroc
real estate agent
Piano teacher
Dick & Maurice McDonald
What followed was not instant success
but a series of obstacles and challenges...
Kroc and the McDonalds brothers
formed a partnership that allowed
Kroc to find new sites, and open and
run them.
Kroc became a billionaire because he
identified the right challenges and
manipulated existing information into
new ideas to solve them. Here are some
examples of how scamper might have guided
and shaped his ideas
The McDonald brothers were unambitious
and Kroc was concerned that they would
sell out to someone else.
Kroc raised $2.7 million and
bought out the McDonald
Ray Kroc´s 1st burger stand was planned for
a town in Illinois, but he couldn´t afford to
finance construction.
50% ownership for constructing
his first building
Kroc was interested in developing
a new twist on the food business,
but he lacked ideas.
Adapt ideas to create a new concept
Fast Food!
French fries in Kroc´s 1st stand in Illinois didn´t taste like the originals; they were tasteless and mushy.
By modifying the storage method, Kroc
solved the mushy fries problem
A number of franchise owners
wanted to expand the basic menu.
Magnify the options...
Kroc needed to develop other sources of income
Lease and develop the site, then re-lease it
to the franchisee. They pay rent and franchise
Hamburger patty distributors packed their burgers
in a way that was efficient for them, but meant that
McDonald´s empoyees had to restack them to stop the
bottom patties from getting crushed.
Saved time restacking, which saved money
Kroc wanted to differentiate his establishments
from the competition
Helper Questions

* Can I replace or change any parts?
* Can I replace someone involved?
* Can the rules be changed?
* Can I use other ingredients or materials?
* Can I use other processes or procedures?
* Can I change its shape?
* Can I change its color, roughness, sound or smell?
* What if I change its name?
* Can I substitute one part for another?
* Can I use this idea in a different place?
* Can I change my feelings or attitude towards it?
Helper Questions

* What ideas or parts can be combined?
* Can I combine or recombine its parts’ purposes?
* Can I combine or merge it with other objects?
* What can be combined to maximize the number of uses?
* What materials could be combined?
* Can I combine different talents to improve it?
Helper Questions

* What else is like it?
* Is there something similar to it, but in a different context?
* Does the past offer any lessons with similar ideas?
* What other ideas does it suggest?
* What could I copy, borrow or steal?
* Whom could I emulate?
* What ideas could I incorporate?
* What processes can be adapted?
* What different contexts can I put my concept in?
* What ideas outside my field can I incorporate?
Helper Questions

* What can be magnified or made larger?
* What can be exaggerated or overstated?
* What can be made higher, bigger or stronger?
* Can I increase its frequency?
* What can be duplicated? Can I make multiple copies?
* Can I add extra features or somehow add extra value?
Helper Questions

* What else can it be used for?
* Can it be used by people other than those it was originally intended for?
* How would a child use it? An older person?
* How would people with different disabilities use it?
* Are there new ways to use it in its current shape or form?
* Are there other possible uses if it’s modified?
* If I knew nothing about it, would I figure out the purpose of this idea?
* Can I use this idea in other markets or industries?
Helper Questions

* How can I simplify it?
* What parts can be removed without altering its function?
* What’s non-essential or unnecessary?
* Can the rules be eliminated?
* What if I made it smaller?
* What feature can I understate or omit?
* Should I split it into different parts?
* Can I compact or make it smaller?
Helper Questions

* What other arrangement might be better?
* Can I interchange components?
* Are there other patterns, layouts or sequences I can use?
* Can I transpose cause and effect?
* Can I change pace or change the schedule of delivery?
* Can I transpose positives and negatives?
* Should I turn it around? Up instead of down? Down instead of up?
* What if I consider it backwards?
* What if I try doing the exact opposite of what I originally intended?
Think about replacing part of the problem, product or process with something else. By looking for replacements you can often come up with new ideas. You can change things, places, procedures, people, ideas, and even emotions.
Think about combining two or more parts of your problem to create a different product or process or to enhance their synergy. A great deal of creative thinking involves combining previously unrelated ideas, goods, or services to create something new.
Think about adapting an existing idea to solve your problem. The solution of your problem is probably out there already. Bear in mind that all new ideas or inventions are borrowed to some degree.
Think about ways to magnify or exaggerate your idea. Magnifying your idea or parts of it may increase its perceived value or give you new insights about what components are most important.
Think of how you might be able to put your current idea to other uses, or think of what you could reuse from somewhere else in order to solve your own problem. Many times, an idea only becomes great when applied differently than first imagined.
Think of what might happen if you eliminated or minimized parts of your idea. Simplify, reduce or eliminate components. Through repeated trimming of ideas, objects, and processes, you can gradually narrow your challenge down to that part or function that is most important.
Think of what you would do if part of your problem, product or process worked in reverse or were done in a different order.
Put to another use
Eliminate something
Put to another use
Eliminate something
Biomimicry: Nature-adapted designs
Could you combine waste paper to create something new?
A pencil...
Could you combine two different activities into one?
Combining daily functions with
Towards or away?
Can you make the fish swin the other way by only
moving three sticks?
Thinkertoys - Michael Michalko
The rest is history
1. Patients would visit my website
2. See my Google calendar
3. Choose a time and input their symptoms
4. My iphone would alert me
5. I would make a house call
6. They’d pay me via paypal
7. We’d follow up by email, IM, videochat,
or in person
Dr Jay Parkinson, MD
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