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Yet participants’ performance was not improved even when they were given specific instructions to do so.That is, direct and explicit instructions to think outside the box did not help.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.Let’s look a little more closely at these surprising results.

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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.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.Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.

Because they hadn’t, they were obviously not as creative or smart as they had previously thought, and needed to call in creative experts. The nine-dot puzzle and the phrase “thinking outside the box” became metaphors for creativity and spread like wildfire in marketing, management, psychology, the creative arts, engineering, and personal improvement circles.

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.