In this paper a framework for innovative system thinking to solve returns (or reverse flows) that emerge within reverse logistics and reverse supply chain processes is presented. Such types of flows are typically not desired by managers and the appropriate effort to avoid their existence and/or to solve them efficiently and effectively for the future needs creativity, innovative approach and/or innovative and continuous improvement thinking of people working with returns. Literature dealing with reverse flows is almost silent in any linkages to innovation and/or continuous improvement respectively, what is rather surprising finding leading to many limitations both in theory and practice. Many methods, techniques and tools have been created and are more or less utilized for innovative thinking which can result in the solution of a problem and/or innovation. Two of them are SCAMPER elaborated by Eberle (1971) and ASIT developed by Horowitz (1999, 2001). Despite their relative simplicity and applicability in many areas of business and management, the knowledge of these methods cannot be assigned as the wide-spread and broadly used one. The proposed framework presented in this paper tries to combine the above mentioned approaches for the purpose of relatively simple idea generation for the improvement and innovation to reduce, eliminate or to solve in other way the problems with reverse flows. The rationale for this proposal lies in their simplicity, in the possibility to combine their elements together and their suitability for solving the rather specific problems related to returns. Review of existing literature on relevant issues served as the basis for the construction of the proposed framework. The paper complements missing piece of knowledge in reverse logistics and reverse supply chain by linking existing but separately applied approaches of quality management to innovative thinking and to reverse flows management into one framework. The framework could be applied in practice when dealing with reverse flows and looking for the possibility to find solution to problems occurring in internal value added processes and in forward supply chains that lead to the emergence of any kind of returns. However, the proposed framework needs the empirical testing in various settings and situation within reverse supply chain management and for the individual specific problems with returns studied by academicians to examine the logic of the framework.