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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.
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.
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.
Both teams followed the same protocol of dividing participants into two groups.
The first group was given the same instructions as the participants in Guilford’s experiment.