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This advice is useless when trying to resolve a problem involving a box that is real should have killed off the metaphor that thinking spurs creativity. After all, with one experimentation that was simple yet brilliant, researchers had proven that the conceptual connection between thinking outside creativity and the box was a myth.

Let us look a little more closely at these surprising results. Solving this problem requires people to literally think outside the box. Yet participants' performance was not improved when they had been given specific instructions to do so. That is, direct and explicit directions didn't help.

The nine-dot puzzle and the phrase 'thinking outside the box' became metaphors for creativity and spread like wildfire in marketing, psychology, management, the creative arts, engineering, and personal advancement circles. There appeared to be no limit. Training program developers, trainers, speakers , organizational consultants, and college professors all had to say about the advantages of thinking. It was an appealing and seemingly convincing message.

The symmetry, the gorgeous simplicity of this solution, and the fact that 80 percent of the participants were effectively blinded from the boundaries of the square led Guilford and the readers of his books to jump to the sweeping conclusion that creativity requires you to go outside the box. The idea went viral . Overnight, it seemed that creativity professionals everywhere were teaching managers to think outside the box.


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