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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.

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Since people know that the other users are interested in the same things, your chances of getting rejected are significantly reduced.

You can expect people to want to stick around and talk with you.

The symmetry, the beautiful simplicity of the solution, and the fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford and the readers of his books to leap to the sweeping conclusion that creativity requires you to go outside the box.

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

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.

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.

Today many people are familiar with this puzzle and its solution.

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.

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