It's essentially a step-by-step checklist - a very good one - to help you gather more initial ideas to a specific problem, as it helps you to explore it from different angles, by going through a series of well defined action words, as follows:
S - Substitute: components, materials, or even people;
C - Combine: with other assemblies or services, or connect to some other problems or situations;
A - Adapt: usage or alter structure, or adjust properties, or amplify function, or absorb part of another component or situation;
M - Magnify: scale, or change existing shape &/or function, or modify existing attributes;
P - Put to other uses;
E - Eliminate: some elements, or simplify structure, or reduce to core functionality;
R - Rearrange: by turning inside out or upside down, or turning it around, like in a reverse order; how about recycle?;

Adapt

Adjust

Adopt

Absorb

Combine

Eliminate

Magnify

Modify

Put to Other Uses

Rearrange

Recyle

Reverse

Substitute

A quick graphic summary!
[All digital images in this post are the intellectual property of Dilip Mukerjea. The author welcomes enquiries for outright purchase of his digital image libraries, as well as any design contract work to suit clients' unique requirements. You can write to the author at: dilipmukerjea@gmail.com]
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