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05-Dec-2020 22:29

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

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

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.

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

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.

The idea went viral (via 1970s-era media and word of mouth, of course).