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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.Both teams followed the same protocol of dividing participants into two groups.

His goal, and he clearly has one, is to give those people the motivation they need to come out of the closet and do something… begins with Bill Maher, standing alone in Israel at a place called Meggido; a worthless pile of rubble where many of the planet’s religions believe the end of the world will begin.

From there, Maher pushes us into an intense, honest, and brutally funny discussion of blind belief, presenting the possibility that maybe we should all consider doubt instead.

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

Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.

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.

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

At the first stages, all the participants in Guilford’s original study censored their own thinking by limiting the possible solutions to those within the imaginary square (even those who eventually solved the puzzle).

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.

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

In the 1970s, however, very few were even aware of its existence, even though it had been around for almost a century.

If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.

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