COMBINE

The "Combine" (C) component of the SCAMPER technique focuses on merging two or more distinct features, ideas, functions, or systems to create a new, synergistic solution.

COMBINE


At its core, this cognitive lens operates on the principle of combinatorial creativity—the idea that breakthrough innovation often occurs at the intersection of different fields. By asking guiding questions like

"What happens if I merge two unrelated ideas?" or "What features or functions can we merge?",

organizations can integrate multiple functionalities to deliver a more holistic and powerful value proposition.

Here are some examples of the Combine technique categorized by application:

Technology & Electronics

  • The Smartphone: Widely considered the most transformative example, smartphones (like Apple's iPhone) combined a mobile phone, a high-resolution camera, a computer/internet browser, an MP3 player, and GPS into a single unified device.

  • Multifunction Printers: Merging a scanner, printer, and fax machine into one piece of office equipment.

  • Household Appliances: Washer-dryer combination units merge two distinct laundry processes to solve spatial and temporal constraints for consumers.

  • Action Cameras: GoPro combined rugged, durable hardware with a social sharing ecosystem.

  • Clock Radio: A simple product combining an alarm clock with a radio.

Software, Apps, & Digital Platforms

  • Transport & Logistics: Uber merged GPS tracking, mobile payment systems, and transport services into a single app.

  • Enterprise SaaS: Productivity platforms routinely combine project management capabilities with Customer Relationship Management (CRM) features. Microsoft combined cloud services with its traditional productivity tools to create Microsoft 365.

  • Loyalty Applications: Starbucks combined its loyalty rewards program directly with its mobile ordering application.

Retail, Services, & Experiences

  • The "Reading Cafe": Bookstores combining their traditional retail space with a high-end cafe to create a "third place" destination that boosts both book sales and food revenue.

  • Supermarkets: Large grocery stores incorporating internal banks and pharmacies so customers can complete multiple errands in a single stop.

  • Edutainment: Combining education and entertainment, such as using a video game to teach history.

  • Bundled Utility Services: Utility companies bundling internet service with smart home monitoring.

  • Fitness Tech: Peloton combined a stationary exercise bike with live, social streaming classes. Nike combined fitness tracking technology with its apparel ecosystem (Nike+).

Food & Culinary Innovations

  • The Cronut: A pastry that combines the characteristics of a croissant and a donut.

  • All-Day Breakfast: McDonald’s merged its breakfast menu into its regular lunch hours to expand availability.

Everyday Products & Physical Goods

  • The Spork: A classic combination of a spoon and a fork for maximum camping efficiency.

  • The Umbrella Cane: Merging the structural support of a walking cane with the canopy of an umbrella to serve a dual purpose.

Ideation Exercises & Conceptual Examples

  • The Bank Onboarding Process: Combining account opening, online banking activation, and mobile app setup into a single guided session. Alternately, bundling checking, savings, and credit cards into a one-click "starter bundle".

  • The Coffee Mug: Brainstorming concepts that combine a traditional ceramic mug with a USB heater base, integrate it with a phone/tablet holder, or merge it with a pen holder.

  • The Dessert Pizza: Combining a savory base (like a parotta) with sugar syrup to create a fusion dish reminiscent of Jalebi or Baklava.