In 1970s, a psychologist named J. P. Guilford conducted a famous study of creativity known as the nine-dot puzzle (九点谜题). He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page. All the participants limited the possible solutions to those within the imaginary square. Only 20 percent managed to break out of the confinement (束缚) and continue their lines in the white space surrounding the dots.
The fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford to jump to the sweeping conclusion that creativity requires you to go outside the box. The idea went viral. Overnight, it seemed that creativity experts everywhere were teaching managers how to think outside the box. The concept enjoyed such strong popularity 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.
Both teams followed the same way of dividing participants into two groups. The first group was given the same instructions as the participants in Guilford's experiment. The second group was told that the solution required the lines to be drawn outside the imaginary box. Guess what? Only 25 percent solved the puzzle. In statistical terms, this 5 percent improvement is insignificant as this could be called sampling error.
Let's look a little more closely at the surprising result. 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. That is, direct and clear instructions to think outside the box did not help. That this advice is useless should effectively have killed off the much widely spread — and therefore, much more dangerous — metaphor (比喻) that out-of-the-box thinking boosts creativity. After all, with one simple yet brilliant experiment, researchers had proven that the conceptual link between thinking outside the box and creativity was a misunderstanding.
