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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.

Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.

Rather than disproving the myth, in other words, the experiment might instead offer evidence that creativity is an ability that one is born with, or born lacking, hence why information from the environment didn't impact the results at all.

It's an interesting experiment, but the author's conclusion cannot possibly follow from the results of it.

The symmetry, the beautiful simplicity of the solution, and the fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford and the readers of his books to leap to the sweeping conclusion that creativity requires you to go outside the box.

The idea went viral (via 1970s-era media and word of mouth, of course).

your conclusion: that the second experiment disproves the theory that thinking outside the box is useful in solving problems, is itself a fallacy.

it only proved that telling someone to 'think out side the box' is, in most cases, ineffective.

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Today many people are familiar with this puzzle and its solution.

No one, that is, before two different research teams—Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisberg—ran another experiment using the same puzzle but a different research procedure.

Both teams followed the same protocol of dividing participants into two groups.

Let’s look a little more closely at these surprising results.

Solving this problem requires people to literally think outside the box.

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