IDEA GENERATION TECHNIQUES

1. SCAMPER

SCAMPER is an idea generation technique that utilizes action verbs as stimuli. It is

a well-known kind of checklist developed by Bob Eberie that assists the person in
coming up with ideas either for modifications that can be made on an existing
product or for making a new product. SCAMPER is an acronym with each letter
standing for an action verb which in turn stands for a prompt for creative ideas.

 S – Substitute
 C – Combine
 A – Adapt
 M – Modify
 P – Put to another use
 E – Eliminate
 R – Reverse

2. Brainstorming

This process involves engendering a huge number of solutions for a specific

problem (idea) with emphasis being on the number of ideas. In the course of
brainstorming, there is no assessment of ideas. So, people can speak out their
ideas freely without fear of criticism. Even bizarre/strange ideas are accepted with
open hands. In fact, the crazier the idea, the better. Taming down is easier than
thinking up.

Frequently, ideas are blended to create one good idea as indicated by the slogan
“1+1=3.” Brainstorming can be done both individually and in groups. The typical
brainstorming group comprises six to ten people.

3. Mindmapping

Mindmapping is a graphical technique for imagining connections between various

pieces of information or ideas. Each fact or idea is written down and then
connected by curves or lines to its minor or major (previous or following) fact or
idea, thus building a web of relationships. It was Tony Buzan, a UK researcher,
who developed the technique “mind mapping” discussed in his book ‘Use your
Head’ (1972). Mind mapping is utilized in brainstorming, project planning, problem
solving and note taking. As is the case with other mapping methods, the intention
behind brain mapping too is to capture attention and to gain and frame
information to enable sharing of concepts and ideas.

To get started with mindmapping, the participant just has to write a key phrase or
word in the middle of the page. Then, he must write anything else that comes to his
mind on the very same page. After that, he must try to make connections as
mentioned in the previous paragraph.

4. Synectics

Synectics is a creative idea generation and problem solving technique that arouses
thought processes that the subject may not be aware of. It is a manner of
approaching problem-solving and creativity in a rational manner. The credit for
coming up with the technique which had its beginning in the Arthur D. Little
Invention Design Unit, goes to William J.J. Gordon and George M. Prince.

The Synectics study endeavored to investigate the creative process while it is in

progress. According to J.J Gordon, three key assumptions are associated with
Synectics research.

 It is possible to describe and teach the creative process

 Invention processes in sciences and the arts are analogous and triggered by
the very same “psychic” processes
 Group and individual creativity are analogous

5. Storyboarding

Storyboarding has to do with developing a visual story to explain or explore.

Storyboards can help creative people represent information they gained during
research. Pictures, quotes from the user, and other pertinent information are fixed
on cork board, or any comparable surface, to stand for a scenario and to assist
with comprehending the relationships between various ideas.

6. Role playing

In the role playing technique, each participant can take on a personality or role
different from his own. As the technique is fun, it can help people reduce their
inhibitions and come out with unexpected ideas.

7. Attribute listing

Attribute listing is an analytical approach to recognize new forms of a system or

product by identifying/recognizing areas of improvement. To figure out how to
enhance a particular product, it is broken into parts, physical features of each
component are noted, and all functions of each component are explained and
studied to see whether any change or recombination would damage or improve the
product.

8. Visualization and visual prompts

Visualization is about thinking of challenges visually so as to better comprehend

the issue. It is a process of incubation and illumination where the participant takes
a break from the problem at hand and concentrates on something wholly different
while his mind subconsciously continues to work on the idea. This grows into a
phase of illumination where the participant suddenly gets a diversity of solutions
and he rapidly writes them down, thereby creating fresh parallel lines of thought.

Picture prompts help a lot when it comes to enabling one’s brain to establish
connections. These prompts can help to surface emotions, feelings and intuitions.
This makes them particularly useful for brainstorming solutions to innovative
challenges involving people, and issues with a deep psychological or emotional root
cause.

To get started with using picture prompts, the facilitator distributes a set of pre-
selected images – each participant gets one. He also asks the participants to write
down whatever ideas come to their mind when they look at the image in their
possession. According to Bryan Mattimore (presently co-founder of The Growth
Engine Company), the images should be visually interesting, portraying a
multiplicity of subject matter and must depict people in lots of varied kinds of
relationships and interactions with other people.

After this, participants pair off and use additional time, sharing and talking about
the ideas they have come up with and brainstorming more solutions to the existing
problem/challenge. Lastly, the various pairs present their ideas to the rest of the
group.

Mattimore suggests tailoring the visuals to the character of the challenge the
participants have to solve. So, if the challenge pertains to the manufacturing
industry, you could consider having images of an industrial nature. However, you
should definitely include some irrelevant or random images as well because it may
be these kinds of images that trigger the most innovative solutions.

9. Morphological analysis

Morphological analysis has to do with recognizing the structural aspects of a

problem and studying the relationships among them. For example: Imagine the
problem is transporting an object from one place to another by way of a powered
vehicle. The significant dimensions are: the kind of vehicle (cart, sling, bed, chair);
the power source (internal-combustion engine, pressed air, electric motor); and the
medium (air, hard surface, rails, rollers, oil, water). Thus, a cart-kind of vehicle
moving over rough services with an internal-combustion engine to power it is the
automobile. The expectation is that it would be possible to determine some novel
combinations.

10. Forced relationships

It is an easy technique involving the joining of totally different ideas to come up

with a fresh idea. Though the solution may not be strictly unique, it frequently
results in an assortment of combinations that are often useful. A lot of products we
see today are the output of forced relationships (such as a digital watch that also
has a calculator, musical birthday cards and Swiss army knife). Most of these ideas
may not be revolutionary discoveries but they are still advantageous products and
usually have a prospective market in society. Robert Olson provided an example for
forced analogy in his book ‘The Art of Creative Thinking.’ He compares different
aspects of a corporate organization structure to the structure of a matchbox.

11. Daydreaming

Though mostly not met with approval, daydreaming is truly one of the most
fundamental ways to trigger great ideas. The word “daydream” itself involuntarily
triggers an uninhibited and playful thought process, incorporating the participant’s
creativity and resourcefulness to play around with the present problem. It enables
a person to establish an emotional connection with the problem, which is beneficial
in terms of coming up with a wonderful idea. The focus of productive daydreaming
is a particular goal irrespective of whether it seems to be an impractical task.
Plenty of famous inventors have engaged in daydreaming in the past, thereby
setting off ideas that contributed to life altering inventions. The airplane is the most
notable example for this. If the Wright brothers had not let their imagination run
wild thinking about flight, we would probably still be traveling by ferry.

12. Reverse thinking

As the term ‘reverse thinking’ itself suggests, instead of adopting the logical, normal
manner of looking at a challenge, you reverse it and think about opposite ideas. For
example: ‘how can I double my fan base?’ can change into ‘how do I make sure I
have no fans at all?’ You may notice that the majority of participants would find it
easier to produce ideas for the ‘negative challenge’ simply because it is much more
fun. However, don’t spend too much time on the reverse idea-generation – about 10
to 15 wrong ideas is fine. After one session is over, you can either continue in the
reverse idea atmosphere with a new challenge or else do the reversal once more to
make it stronger. An example for the latter is “I am never going to update any of my
social networks” changing into “I am going to always update all of my social
networks.”

13. Questioning assumptions

The majority of industries have an orthodoxy – unspoken but deeply-held beliefs

that everyone stands by for getting things done. Sadly, they fail to realize that by
questioning assumptions at every step of service or product development, they can
actually enable the birth of fresh possibilities and ideas.

Here’s how Mattimore suggests one go about questioning assumptions: The

participants should start by settling on the framework for the creative challenge.
After this, they should produce 20 to 30 assumptions (irrespective of whether they
are true or false). The next step is to select several assumptions from the many
generated, and utilize them as idea triggers and thought starters to engender fresh
ideas.

14. Accidental genius

Accidental genius is a relatively new technique that utilizes writing to trigger the
best ideas, content and insight.

15. Brainwriting

Brainwriting is easy. Instead of asking the participants to shout out ideas, they are
told to pen down their ideas pertaining to a specific problem or question on sheets
of paper, for a small number of minutes. After that, each participant can pass their
ideas over to someone else. This someone else reads the ideas on the paper and
adds some new ones. Following another few minutes, the individual participants
are again made to pass their papers to someone else and so the process continues.
After about 15 minutes, you or someone else can collect the sheets from them and
post them for instant discussion.

16. Wishing

This technique can be begun by asking for the unattainable and then
brainstorming ideas to make it or at least an approximation of it, a reality. Start by
making the wishes tangible. There should be collaboration among the members of
the team to produce 20 to 30 wishes pertaining to your business. Everyone’s
imagination should be encouraged to run wild – the more bizarre the idea, the
better. There should be no restrictions on thinking.

The next step is concentrating on a number of these unattainable wishes and

utilizing them as creative stimuli to trigger ideas that are new but more practical.
Mattimore suggests getting the team to challenge the problem from diverse
perspectives (imagine how a person from another planet or from another industry
or profession would view it) or reflect on it. This type of role playing assists with
moving away from conventional thinking patterns to see fresh possibilities.

17. Socializing

If employees only hang around with colleagues and friends, they could find
themselves in a thinking rut. Let them utilize all those LinkedIn connections to
begin some fantastic conversations. Refreshing perspectives will assist with
bringing out new thinking and probably, one or two lightning bolts. Socializing in
the context of ideation can also be about talking to others on topics that have
nothing whatsoever to do with the present problem.

18. Collaboration

As the term indicates, collaboration is about two or more people joining hands in
working for a common goal. Designers frequently work in groups and engage in
collaborative creation in the course of the whole creative process.