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The second group was told that the solution required the lines to be drawn outside the imaginary box bordering the dot array.

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

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It was an appealing and apparently convincing message.

That is, direct and explicit instructions to think outside the box did not help.

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.

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.

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