The Osborn List

Brainstorming with the the Osborn Checklist:

When it comes to getting new ideas - the so called Osborn List is a great method to steer the process. This creative idea generation technique is named after its inventor, Alex Faickney Osborn. Osborn is also regarded as the father of brainstorming.

The Osborn List is a simple method to support the process for concept creation, it thereby is a comprehensive list of questions about ideas and problems which can be used either individually or in groups. The main goal is to encourage creativity and divergence in concept generation.

The series of simple questions need a point of focus, which can either be an existing solution or a proposed concept to a designated problem. During the brainstorming session writing each statement on a card will help you to structure the approach itself. Randomly take a card while discussing alternative solutions.

When you have your topic, product or process you want to discuss, go through the checklist. The Points are:

• What else can it be used for?

  • New ways of using it? Other use when modified?

• Can it be adapted?

  • Is there anything out there similar to this? What other idea does this suggest? Was there anything similar in the past? What could you copy? Who could you emulate?

• How can it be modified?

  • New direction? Change in color, design, motion, form of shape...? Any other changes?

• Can it be magnified?

  • What can be added? More time? Greater frequency? Stronger? Higher? Larger? Longer? Thicker? Heavier? What value can be added? Duplication? Multiplication? Exaggerate?

• Can it be minified?

  • What can be taken away? Can it be smaller? Condensed? Miniature? Lower? Shorter? Narrower? Lighter? Streamline? Split up? Less frequent? Understate?

• Can it be substituted?

  • Can it be replaced? Who else could do it? Other components? Other material? Other process? Other power? Other place? Other approach? Other time?

• Can it be rearranged?

  • Carry over parts? Interchange components? Other pattern? Different layout? Different sequence? Change cause and effect? Different place? Change schedule? Earlier? Later?

• Can it be reversed?

  • Change positive and negative? What about the opposite? Turn it backward, upside down, inside out? Reverse roles? Turn tables? Turn other cheek? Change shoes?

• Can it be combined?

  • What about a blend, an alloy, an assortment, an ensemble? Can units be combined?

Often the Osborn List is remembered with the mnemonic aid of "SCAMPER" which thereby stands for - Substitute, Combine, Adapt, Modify/Magnify/Minify, Put it to different use, eliminate, reverse/rearrange.

The Osborn List will support you to gain a new perspective on existing ideas, products and processes. Please be aware that the list helps you for improvement sessions but shouldn't be used in the beginning of an innovation process itself.