Công cụ sử dụng để nâng cao Tư duy đổi mới và sáng tạo: Kỹ thuật SCAMPER

Summary

Phan Văn Bình, the director of Trí Tuệ Việt, introduces SCAMPER, a powerful creative thinking tool used globally to innovate products, services, and processes. SCAMPER is an acronym for seven techniques—Substitute, Combine, Adapt, Modify, Put to Another Use, Eliminate, and Reverse—designed to spark creativity and problem-solving. Through real-world examples, the presentation highlights how businesses can apply SCAMPER to reduce costs, improve efficiency, and create competitive advantages. Bình encourages businesses to embrace these techniques to drive innovation and offers workshops to help them effectively implement SCAMPER strategies.

Takeaways

• 😀 SCAMPER is a creative thinking technique that can enhance problem-solving and idea generation in business.
• 😀 SCAMPER is an acronym for seven techniques: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Rearrange.
• 😀 Substitute: Replacing parts of a product or service with alternatives can reduce costs and create competitive advantages. Example: Local businesses in Vietnam substitute foreign technology with domestic alternatives to reduce costs.
• 😀 Combine: Merging multiple ideas or functions can lead to more effective products or services. Example: The smartphone combines many functions like calling, music, and internet browsing into one device.
• 😀 Adapt: Modifying products or services to suit different markets or conditions can create new opportunities. Example: Daso detergent adapted its formula for use in water with high iron content in Vietnam’s western regions.
• 😀 Modify (or Magnify): Improving or enhancing products or services by adding features or making them more efficient. Example: Enhancing a product’s design to improve its usability or appeal.
• 😀 Put to another use: Finding new applications for existing products can open new markets. Example: Johnson & Johnson’s baby shampoo was marketed not only for babies but also for mothers, increasing its sales.
• 😀 Eliminate: Removing unnecessary features or steps from a product or process can improve efficiency and reduce costs. Example: Simplifying product design by eliminating non-essential features to reduce production costs.
• 😀 Rearrange (or Reverse): Changing the order of processes or rethinking product designs from a new perspective can lead to improved efficiency. Example: Rearranging production lines to streamline the manufacturing process.
• 😀 SCAMPER can be applied flexibly in business by focusing on one or more techniques based on the specific problem or product to improve. It's important to experiment with different strategies to see which works best.
• 😀 Successful implementation of SCAMPER requires identifying a product or process that needs innovation, selecting the right technique, and testing and refining the solution based on feedback and results.

Q & A

What is the SCAMPER technique?

SCAMPER is a creative problem-solving technique that helps individuals and teams innovate products, services, or processes by applying seven strategies: Substitute, Combine, Adapt, Modify, Put to Another Use, Eliminate, and Reverse.

Why is the SCAMPER technique important for creativity?

The SCAMPER technique encourages out-of-the-box thinking, helping businesses and individuals come up with innovative solutions, improve existing products, and create new opportunities. It is particularly useful for overcoming creative blocks and generating fresh ideas.

What does 'Substitute' mean in the SCAMPER technique?

'Substitute' involves replacing a component, material, or process in a product or service with another option. For example, substituting imported technology with local alternatives to reduce costs and improve efficiency.

Can you provide an example of 'Combine' in SCAMPER?

An example of 'Combine' is the development of smartphones, which combine various functions such as calling, internet browsing, photography, and entertainment in one device. This creates a more valuable product by merging different capabilities.

How does the 'Adapt' strategy work in SCAMPER?

'Adapt' means modifying a product, service, or process to meet the needs of a specific market or condition. For instance, a detergent company might adapt its formula to work better in areas with hard water.

What does 'Modify' entail in the SCAMPER method?

'Modify' refers to changing or improving the design or features of a product or service to make it more effective, appealing, or user-friendly. This could involve enhancing performance or streamlining design.

What is the significance of 'Put to Another Use' in SCAMPER?

'Put to Another Use' involves finding new applications for an existing product or service. A good example is Johnson’s baby shampoo, which was marketed for both babies and adults, expanding its potential customer base.

How does 'Eliminate' work within the SCAMPER technique?

'Eliminate' means removing unnecessary or redundant elements from a product or service to simplify it and reduce costs. For example, simplifying a car model by removing features that are not essential for the majority of users to make it more affordable.

What does 'Reverse' mean in the SCAMPER method?

'Reverse' involves changing the order of processes, components, or strategies to improve efficiency or create a different experience. For instance, reconfiguring a production line to reduce time and costs or redesigning a service delivery model for better customer satisfaction.

How can SCAMPER be applied in real-world business scenarios?

SCAMPER can be applied in business by helping teams innovate existing products, improve processes, and create new offerings. For example, businesses can use SCAMPER to analyze their current products, identify areas for improvement, and implement one or more strategies to make the product more competitive and aligned with customer needs.