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That this advice is useless when actually trying to solve a problem involving a real box should effectively have killed off the much widely disseminated—and therefore, much more dangerous—metaphor that out-of-the-box thinking spurs creativity.
After all, with one simple yet brilliant experiment, researchers had proven that the conceptual link between thinking outside the box and creativity was a myth. But you will find numerous situations where a creative breakthrough is staring you in the face.
Although studying creativity is considered a legitimate scientific discipline nowadays, it is still a very young one. One of Guilford’s most famous studies was the nine-dot puzzle.
Solving this problem requires people to literally think outside the box.In other words, the “trick” was revealed in advance.Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly?There seemed to be no end to the insights that could be offered under the banner of thinking outside the box.Speakers, trainers, training program developers, organizational consultants, and university professors all had much to say about the vast benefits of outside-the-box thinking.
Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.