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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.
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?
The symmetry, the beautiful simplicity of the solution, and the fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford and the readers of his books to leap to the sweeping conclusion that creativity requires you to go outside the box.
The idea went viral (via 1970s-era media and word of mouth, of course).