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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.

Let’s look a little more closely at these surprising results.

Solving this problem requires people to literally think outside the box.

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

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

Most people assume that 60 percent to 90 percent of the group given the clue would solve the puzzle easily. What’s more, in statistical terms, this 5 percent improvement over the subjects of Guilford’s original study is insignificant.

In other words, the difference could easily be due to what statisticians call sampling error.

In other words, the “trick” was revealed in advance.

Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly?

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