Tools and techniques for generating ideas
Idea generation is described as the process of creating, developing and
communicating abstract, concrete or visual ideas.
1. SCAMPER TECHNIQUE
The SCAMPER technique is created by Bob Eberle, and is a method used for problem-
solving and creative thinking. It’s a holistic way of applying critical thinking to modify
ideas, concepts or processes that already exist.
The purpose of the SCAMPER is to make adjustments to some parts of the existing
idea or process to reach the best solution. It consists of seven actions that can be
used to replace parts in the process:
1. Substitute – Substitution technique refers to replacing a part of your product,
concept or process with another to achieve even better outcome.
2. Combine – The combine technique explores the possibility to combine two ideas
into a single, more effective solution.
3. Adapt – Adaptation analyses the possibilities to make the process more flexible
and focuses on other similar incremental improvements to the idea, process, or
concept.
4. Modify – Modifying the idea looks at the problem or opportunity from a bigger
perspective and aims for improving the overall results, not just the idea.
5. Put to another use – This approach focuses on finding ways to use the idea or
existing solution for another purpose and analyses the possible benefits if applied to
other parts of the business.
6. Eliminate – The elimination technique is quite straightforward: it examines the
possible outcomes if one or more parts of the concept were eliminated.
7. Reverse – This action focuses on reversing the order of interchangeable elements
of an idea.
2. BRAINSTORMING
The most common way to explore ideas is to talk about them with other people.
Every individual has a unique perspective on the issue and its consequences. Even if
they do not contribute significant ideas, their input might trigger new lines of
thought for the rest of the group.
This technique is particularly beneficial when people wish to break out of
conventional thinking styles, so they can look at a problem from a new perspective.
Another reason why brainstorming is most popular among groups is that it allows
equal opportunity for all participants to give out their ideas. In conventional groups,
some participants may assert dominance over the quieter members. Others may
even be scared of mockery and ridicule, preventing them to share their ideas. In
contrast, brainstorming is an authority free environment where everyone is
encouraged to participate.
There are six simple rules for an effective brainstorming session. They are as follows:
1. Do not criticize: criticism prevents people from making proposals and expressing
possibilities. Any idea is valid in brainstorming.
2. Keep the process manager-free: the presence of dominant ego figures inhibit the
flow of ideas from the team.
3. Time pressure: Setting a time by which the session should end keeps the
pressure on, forcing generation of more ideas.
4. Avoid resolve: Do not start agreeing to an idea that looks like a potential winner
during the session. Carry on generating ideas during the allotted time. Ideas can
be resolved during the evaluation stage.
5. Bulk ideas: Focus on quantity, not quality.
6. Let go: Participants must not be frightened of contributing odd, crazy or wild
ideas, although this does not mean participants should not take the session
seriously.
3. DAYDREAMING
Heavily frowned upon especially in classes, being considered whimsical and
unproductive and generally disregarded by all, daydreaming is in fact one of the
most basic methods to generate good ideas.
The term “daydream” automatically brings out a playful uninhibited thought process,
involving just your resourcefulness and creativity to tinker around with the problem
at hand. It allows a person to connect with their issue emotionally, which is valuable
to generate a good idea. With a vivid imagination, manipulation of ideas is quick and
effective for predicting and overcoming obstacles. Productive daydreaming focuses
towards a specific goal. It does not matter if it appears like an impossible task. Many
famous inventors have done so in the past and have sparked off ideas that led to life
changing inventions, most notably, the airplane.
4. FORCED RELATIONSHIPS
It is a simple method of combining to unrelated ideas to come up with something
new. While it is not a strictly unique solution, it often results in a variety of
combinations that are often useful in society. Currently there are a vast amount of
products born out of forced relationships, for example a digital watch which includes
a calculator or an mp3 player, The Swiss army knife, birthday cards with musical
tunes etc.
Majority of these ideas will not be ground-breaking discoveries; however, they are
still beneficial products and generally have a potential market in society.
5. ATTRIBUTE LISTING AND MORPHOLOGICAL ANALYSIS
This is an analytical approach to identify new combinations of inventions, services or
structures by identifying methods of improvement. To improve a product the
physical attributes of each component within the product is noted down, every
function of the component is described and examined to check if changing it will
improve or damage the product.
Morphological analysis is similar to forced relationships, allowing combinations not
just with the individual components of the product, but with other components from
different products. These techniques have been particularly successful in creating
new technologies.
