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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.

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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.

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.

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.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.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.He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page.

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