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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.
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.
There seemed to be no end to the insights that could be offered under the banner of thinking outside the box.
Solving this problem requires people to literally think outside the box.
Yet participants’ performance was not improved even when they were given specific instructions to do so.
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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.
Speakers, trainers, training program developers, organizational consultants, and university professors all had much to say about the vast benefits of outside-the-box thinking.
It was an appealing and apparently convincing message.
The idea went viral (via 1970s-era media and word of mouth, of course).
Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.