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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.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.

orn provides no personal touch, only phone sex, video chat and sexting can fill the gap for someone like this.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.Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.

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