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There seemed to be no end to the insights that could be offered under the banner of thinking outside the box.
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.
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.