TTch 9

Slide1 : I. SCAMPER Checklist of idea generating questions Created by Alex Osborn and Bob Eberle Isolate the problem you want to solve Ask questions from each step of SCAMPER S = substitute? C = combine? A = adapt? M = modify? or magnify? P = put to other uses? E = eliminate? or minify? R = reverse? or rearrange?


Slide2 : II. SCAMPERING BURGERS RAY KROC SELLING MULTIMIXERS Sold 6 machines to Dick and Maurice McDonald Kroc became billionaire by changing existing info into new ideas S = SUBSTITUTE? Lethargic business partners: Kroc wanted to buy them out Kroc had no money He found venture capitalist to provide money C = COMBINE? Kroc needed financing for first hamburger stand in Des Plaines Sold construction company half ownership for building


Slide3 : A = ADAPT? Wanted new twist in food, lacked new ideas Adapted the McDonald brothers ideas of hamburger in a bag and handful of fries into = fast food M = MODIFY? Kroc’s french fries were mushy, not like McDonald brothers’ They kept their potato supply outside in the desert wind Kroc kept his at the store in the basement – too damp The desert wind cured the potatoes – made better french fries Kroc put big fans in the basement M = MAGNIFY? Franchise owners wanted to expand menu Exaggerate the burger and add new items


Slide4 : P = PUT TO OTHER USES? Kroc needed other sources of income Entered real estate business Lease and develop a site, then re-lease it to franchisee Today, 10% of company revenues come from rentals E = ELIMINATE OR MINIFY? Hamburger patty distributors packed patties efficient for them McDonald’s employees had to repack because bottom patties getting crushed McD’s: only do business with suppliers who pack fewer patties in each stack Saves McD’s time and money R = REARRANGE? Rearrange architecture of hamburger stand Adding seating, drive-thru


Slide5 : II. S-C-A-M-P-E-R SUBSTITUTE What can be substituted? Who else? What else? Can the rules be changed? Other ingredient? Other material? Other process or procedure? Other color? Other power? Other place? Other approach? Change Format? What else instead? What other part instead of this?


Slide6 : COMBINE? What ideas can be combined? Can we combine purposes? How about an assortment? How about a blend, an alloy, an ensemble? Combine units? What other article could be merged with this? How could we package a combination? What can be combined to multiply possible users? What materials could we combine? Combine appeals?


Slide7 : ADAPT? What else is like this? What other idea does this suggest? Does the past offer a parallel? What could I copy? Whom could I emulate? What idea could I incorporate? What other process could be adapted? What else could be adapted? What different contexts can I put my concept in? What ideas outside my field can I incorporate?


Slide8 : MAGNIFY? What can be magnified, made larger, or extended? What can be exaggerated? Overstated? What can be added? More time? Stronger? Higher? Longer? How about greater frequency? Extra features? What can add extra value? What can be duplicated? How could I carry it to a dramatic extreme?


Slide9 : MODIFY? How can this be altered for the better? What can be modified? Is there a new twist? Change meaning, color, motion, sound, odor, form, shape? Change name? Other changes? What changes can be made in the plans? In the process? In marketing? What other form could this take? What other package? Can the package be combined with the form?


Slide10 : PUT TO OTHER USES? What else can this be used for? Are there new ways to use as is? Other uses if modified? What else could be made from this? Other extensions? Other markets? ELIMINATE OR MINIFY? What if this were smaller? What should I omit? Subtract? Delete? Should I divide it up? Split it up? Separate it into different parts? Understate? Streamline? Make miniature? Condense? Compact? Can the rules be eliminated? What’s not necessary?


Slide11 : REARRANGE? What other arrangement might be better? Interchange components? Other pattern? Other layout? Other sequence? Change the order? Transpose cause and effect? Change pace? Change schedule? REVERSE? Can I transpose positive and negative? What are the opposites? Consider it backwards What are the negatives? Should I turn it around? Up instead of down? Down instead of up? Reverse roles? Do the unexpected?