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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.Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.

It is an opportunity for us to reflect on the language and ideas that represented each year.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.Solving this problem requires people to literally think outside the box.Yet participants’ performance was not improved even when they were given specific instructions to do so.

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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.

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