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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.

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).

It was an appealing and apparently convincing message.

Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts.

In the 1970s, however, very few were even aware of its existence, even though it had been around for almost a century.

If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.

Speakers, trainers, training program developers, organizational consultants, and university professors all had much to say about the vast benefits of outside-the-box thinking.

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.

Guilford was one of the first academic researchers who dared to conduct a study of creativity.

They are much more common than you probably think.*From Inside the Box: A Proven System of Creativity for Breakthrough Results Copyright 2014 Drew Boyd There are many theories of creativity.

What the latest experiment proves is not that creativity lacks any association to thinking outside-the-box, but that such is not conditioned by acquired knowledge, i.e., environmental concerns.

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