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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.
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?
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. *From Inside the Box: A Proven System of Creativity for Breakthrough Results Copyright 2014 Drew Boyd There are many theories of creativity.
If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.
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.
Even though they weren’t instructed to restrain themselves from considering such a solution, they were unable to “see” the white space beyond the square’s boundaries.
Only 20 percent managed to break out of the illusory confinement and continue their lines in the white space surrounding the dots.