SCAMPER: Combine – The Ultimate Guide to Merging Ideas for Innovation

Are your brainstorming sessions stuck in a rut, producing the same old ideas? What if the secret to revolutionary breakthroughs isn’t about creating something entirely new, but about skillfully merging what already exists?

The Power of Synthesis: Unlocking Innovation Through Combination

Innovation often feels like a lightning strike – a sudden, brilliant flash of originality. However, for many, it’s a more deliberate, structured process. One of the most potent, yet often overlooked, techniques within the SCAMPER framework is ‘Combine.’ This method encourages us to look at existing elements, ideas, or products and explore how they can be brought together to create something novel, more efficient, or more appealing.

What is SCAMPER: Combine?

SCAMPER is an acronym representing a checklist of action verbs designed to help individuals and teams think differently and generate creative ideas. The ‘Combine’ element specifically prompts us to ask: "What can be combined with this?"

This involves looking at two or more distinct entities – be they features, concepts, materials, or functions – and considering their potential for synergy. The goal is to create a new entity that offers benefits or solves problems that the individual components could not on their own.

Why Combining Works

Our brains are naturally inclined to categorize and compartmentalize. The ‘Combine’ technique actively works against this by forcing us to break down those mental barriers and see connections where they might not be immediately obvious. This synthesis process can lead to:

• Enhanced Functionality: Adding features or capabilities from one product to another.
• Improved Efficiency: Merging processes or components to streamline operations.
• Novelty and Appeal: Creating unique experiences or products that stand out.
• Cost Reduction: Combining resources or functions to lower overhead.
• Problem Solving: Integrating solutions from different domains to address complex challenges.

How to Apply the ‘Combine’ Technique

Applying ‘Combine’ is more than just sticking two things together; it requires thoughtful exploration.

1. Identify Potential Elements

Start by listing existing products, services, features, concepts, or even problems. Don’t limit yourself to your immediate industry. Think broadly.

2. Brainstorm Combinations

For each element, ask:

• What other products or services could this be combined with?
• What features from X could be integrated into Y?
• Can we merge the functions of A and B?
• What if we combined the marketing approach of Company P with the product of Company Q?
• Can we combine a physical product with a digital service?

3. Evaluate the Synergy

Once you have potential combinations, assess their value:

• Does the combination offer a significant improvement?
• Does it solve a new problem or solve an existing one better?
• Is there a market for this combined offering?
• Are there any technical or logistical challenges?

Real-World Examples of ‘Combine’

History is replete with successful innovations born from combining existing ideas:

• The Smartphone: A prime example combining a mobile phone, a personal digital assistant (PDA), a music player, and a camera into one device.
• Hybrid Cars: Merging gasoline engines with electric motors to improve fuel efficiency and reduce emissions.
• All-in-One Printers: Combining printing, scanning, and copying functionalities into a single machine.
• Subscription Boxes: Combining the convenience of online shopping with the element of surprise and curated selection.

SCAMPER: Combine vs. Substitute

While ‘Combine’ focuses on merging distinct elements, another SCAMPER technique, ‘Substitute,’ involves replacing one part of an idea or product with another. Understanding the difference is key to strategic thinking. For instance, in the smartphone evolution, combining a phone with a camera was a ‘Combine’ act. Later, using a digital sensor instead of film was a ‘Substitute’ act. If you’re looking to understand how replacing elements can spark creativity, explore the ‘SCAMPER: Substitute’ technique, which delves into unlocking new ideas by swapping components.

Data Table: Combining Ideas – A Comparative View

Overcoming Barriers to Combining

Often, the biggest obstacle to combining ideas is mental. We get stuck in functional fixedness or industry silos. To overcome this:

• Embrace Cross-Disciplinary Thinking: Look at how problems are solved in entirely different fields.
• Encourage Diverse Teams: Bring together individuals with varied backgrounds and perspectives.
• Challenge Assumptions: Question why things are done the way they are and explore alternatives.

Conclusion: Synthesize Your Way to Success

The ‘Combine’ technique within SCAMPER is a powerful tool for fostering innovation. By systematically exploring how existing elements can be merged, you can unlock new possibilities, create greater value, and stay ahead of the curve. Don’t just think outside the box; think about combining the boxes themselves!

References

• Adams, J. (2019). Conceptual Blockbusting: A Guide to Better Ideas. W. W. Norton & Company.
• Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. Harper Business.
• Google Scholar. (n.d.). SCAMPER method. Retrieved from https://scholar.google.com/
• HBS Working Knowledge. (n.d.). The SCAMPER Method for Idea Generation. Retrieved from https://hbswk.hbs.edu/
• Mitroff, I. I., & Linstone, H. A. (1993). The Unbounded Mind: A Challenge for Traditional Thinking. Oxford University Press.
• Osborn, A. F. (1953). Applied Imagination: Principles and Practices of Creative Problem Solving. Charles Scribner’s Sons.
• Puccio, G. J., Millman, C., & Reali, A. (2011). The Relationship between SCAMPER and Creative Thinking Skills. Creativity Research Journal, 23(3), 225-237. https://scholar.google.com/
• Sawyer, R. K. (2012). Explaining Creativity: The Science of Human Innovation. Oxford University Press.
• Sawyer, R. K. (2018). The Creative Spark: How Everyday People Can Activate and Use Their Creative Power. PublicAffairs.
• Von Hippel, E. (2005). Democratizing Innovation. MIT Press. https://mit.edu/

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