Is your brainstorm a light drizzle of ideas? Try SCAMPER to make it a typhoon!
The Haphazard Nature of Brainstorming
Brainstorming is one of the most popular ways to quickly generate new, creative ideas. In theory, it’s a spontaneous, no-judgment zone where teams, individuals, and coaches & clients can throw out thoughts until they land on that one spark of genius.
In practice, however, it often unfolds in a haphazard manner—people talk over each other, voices get lost, and halfway-decent suggestions slip into the ether. So can we as coaches harness the chaotic energy of brainstorming and have clients turn it into something productive?
Today on CLCI Live Jen Long (PCC), Anthony Lopez (MCPC), Brooke Adair Walters (ACC), Jerome LeDuff (MCLC), and Lisa Finck (MCC) take a look at SCAMPER, a tried-and-true framework designed by Bob Eberle from his book Scamper: Games for Imagination Development (1971). The reason? To give your brainstorming sessions structure, direction, and a healthy dose of forward momentum. If your client has ever been stuck or felt overwhelmed by jumbled ideas (or lack thereof), SCAMPER is your roadmap back to sanity. Let’s dive right in.
What is SCAMPER?
SCAMPER is an acronym for seven prompts that encourage you to reimagine, question, and transform an existing idea, product, or process:
S = Substitute
C = Combine
A = Adapt
M = Modify (Magnify/Minify)
P = Put to Another Use
E = Eliminate
R = Reverse/Rearrange
The mnemonic SCAMPER was popularized by Bob Eberle in 1971 in his book Scamper: Games for Imagination Development, which expanded on Alex Osborn’s Idea Spurring Checklist from the 1950s. Initially used in product development and advertising, SCAMPER has since proven to be a powerful problem-solving tool in countless fields—especially life coaching.
For a quick reference and different perspective, check out the Post-it® Brand article on SCAMPER. Sticky notes at the ready!
Why Coaches (and Clients) Love SCAMPER
Whether you’re working with individuals or groups, SCAMPER acts like a set of fresh eyes and can help you and your clients into new mental territory by exploring possibilities your clients might overlook. Here’s why:
It’s systematic — You’ll never be at a loss for what to do next because you’ve got a predefined structure.
It’s comprehensive — Each letter in SCAMPER focuses on a distinct aspect of rethinking your challenge.
It’s fun — The best brainstorming is playful, and SCAMPER encourages that open-minded energy.
SCAMPER in Action: Meet Eve (Our Hypothetical Salon-Owner Client)
Let’s see how it might look in a coaching scenario. Eve is a salon owner and hairstylist eager to think of fresh marketing ideas to reach potential clients. However, she has encountered some blocks and the brainstorming she has done independently before coaching has been haphazard at best and has not led to satisfactory or creative ideas.
As a coach you can ask permission to share a brainstorming technique and see if she would be interested in doing an activity. If Eve were to say "Yes!" here is how you as the coach might walk her through SCAMPER:
1. S = Substitute
Ask: “What can you substitute in your current approach?”
Examples:
Swap the typical social media before-and-after posts with reels of real-time styling tips.
Replace old-school in-salon consultation with video-based style evaluations.
Use a new brand voice (playful, witty) to replace formal, generic messaging.
2. C = Combine
Ask: “Which elements can you merge to create more value?”
Examples:
Collaborate with a local spa to offer a package that includes both hair and massage.
Bundle an at-home haircare kit with an in-salon tutorial event.
Host joint workshops with makeup artists or clothing boutiques.
3. A = Adapt
Ask: “What can you tweak from other fields or industries to apply here?”
Examples:
Bring in a subscription-box model for hair products.
Use a ‘frequent buyer’ approach borrowed from coffee shops (collect points, redeem for a blowout).
Adapt tech start-up hype strategies—like hosting a “Salon Launch Party” for a new coloring technique.
4. M = Modify (Magnify/Minify)
Ask: “How can you change the scale, shape, or intensity of your marketing?”
Examples:
Magnify: Host a one-day extravaganza with live demos and a local DJ.
Minify: Offer quick, 15-minute express styling for those on the go.
Modify: Refresh your branding visuals to stand out in crowded social feeds.
5. P = Put to Another Use
Ask: “What untapped potential do you have in existing assets?”
Examples:
Convert the waiting area into a pop-up shop for local artisans (eye-catching and profitable!).
Offer stylists as speakers at community events—promoting haircare and the salon in the process.
Use your Instagram to feature local happenings, drawing more neighborhood attention.
6. E = Eliminate
Ask: “What can you remove or simplify?”
Examples:
Cut any complicated service packages that confuse potential clients.
Stop sending dull newsletters; switch to more visual monthly updates.
Eliminate overly formal membership schemes and introduce a straightforward loyalty program.
7. R = Reverse/Rearrange
Ask: “What if you flip the order of things or invert your usual processes?”
Examples:
Focus on client referrals first, then general marketing.
Build hype by sharing ‘behind the scenes’ before an official product or service launch.
Rearrange your promotional messaging: lead with the salon experience rather than pricing.
How SCAMPER Can Transform Your Coaching
We understand this is a lot of ground you could cover and it could take over the entire coaching sessions. And that's okay! Do not feel the need that you have to hit every letter in SCAMPER. Let your client take the lead and see what interests them. If they want to spend most of their time on P = Put to Another Use, let them! That's where their creative energy is drawn to. There is no reason to have your client hit every letter in order when a few will do just fine.
Whether you’re guiding a corporate team stuck on the same stale project ideas, or an individual client trying to navigate a career pivot, SCAMPER can assist with (not dictate) structure to what might otherwise be chaotic spitballing. You’ll find your sessions more energetic, more collaborative, and—best of all—more fruitful.
Thank you,
Jen Long (PCC), Anthony Lopez (MCPC), Brooke Adair Walters (ACC), Jerome LeDuff (MCLC), and Lisa Finck (MCC)
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