Many times, content creators run out of ideas or that starting point from which to begin creating. Deadlines are approaching, and you need to come up with something, at least to get started. There are dynamics or methods to awaken creativity and generate new ideas, such as the famous brainstorming. However, in this article, we are going to explore a formula that is not your typical one taught in school: the S.C.A.M.P.E.R method. Do you want to know how to apply the S.C.A.M.P.E.R method? Keep reading!
The S.C.A.M.P.E.R method is a creative technique used to give a new twist to an idea or product when we’re not entirely satisfied with it. The goal is to improve it, and the best way to do so is by examining the product from different angles to identify as many flaws as possible. This allows us to engage our minds actively.
Once we identify the problem, we start asking ourselves various questions about it and strive to answer them in the most creative way possible. These questions revolve around seven concepts: Substitute, Combine, Adapt, Modify, Purpose, Eliminate and Rearrange.
Each of these concepts brings forth different questions that we must answer. Each of the answers will lead us to fresh ideas that we can apply to our project.
How to apply the S.C.A.M.P.E.R method
SUBSTITUTE
You should think of questions that involve replacing your content with something more innovative or better suited to your audience. What if we substitute this process for another? Or what if we change our tone to communicate with the customer?
COMBINE
Something that often works for us is combining two elements that we believe are beneficial to the customer but also align with the company’s objectives. What if we combine this service with this product?
ADAPT
Another option is to make changes that fit a particular environment or needs. How can we adapt the product to serve a different specific function? How can we adapt a business technique used in a country from another continent to work in our company?
MODIFY
Modifying is quite similar to the previous step, with the difference that the change does not come from the transformation of a previous one. What can we modify to capture the attention of customers? Or what do we achieve if we modify the typography in the advertisements?
PURPOSE
This step can be quite risky because if proposing another use for the object goes wrong, it can cause significant harm to the company. However, successfully executing this action can lead to great success for the brand. In what other ways can the product be used? Would this product work better in a different setting?
ELIMINATE
This change can be quite beneficial since people seek to simplify their lives, and complex elements are not always desired within a product. However, be careful not to remove too many things. What can we eliminate to make the product or service simpler?
REARRANGE
Rearranging can be the result of a process of change within our creative journey, and a new order can clarify ideas for both ourselves and users. Is it beneficial to change the order of what we offer?
Let’s give the S.C.A.M.P.E.R method a try!
We’ve all struggled at some point to get started on a project, and most of us have turned to brainstorming or asking colleagues how they would approach it. The S.C.A.M.P.E.R method is a process that, through a series of questions, will guide us to work in the simplest way possible. However, it is through this simplicity that we can gradually refine and perfect our ideas, ultimately leading to something more complex and ideal.
Have you ever applied the S.C.A.M.P.E.R method?
Are you familiar with any examples or other methodologies for generating creative processes? Do you know how to use it in strategic marketing? Share your thoughts and experiences in the comments!
Content Created by: Elisa Longo, Eduardo Magnus, Nuria López y Valentina Caloni
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