Both teams followed the same protocol of dividing participants into two groups. Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box. That is, direct and explicit instructions to think outside the box did not help. At the first stages, all the participants in Guilfords original study censored their own thinking by limiting the possible solutions to those within the imaginary square (even those who eventually solved the puzzle). No one, that is, before two different research Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisbergran another experiment using the same puzzle but a different research procedure. Whats more, in statistical terms, this 5 percent improvement over the subjects of Guilfords original study is insignificant. Today many people are familiar with this puzzle and its solution. Solving this problem requires people to literally think outside the box. Copyright 2014 Drew Boyd. Because they hadnt, they were obviously not as creative or smart as they had previously thought, and needed to call in creative experts.
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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. Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts. Most people assume that 60 percent to 90 percent of the group given the clue would solve the puzzle easily. The idea went viral (via 1970s-era codici sconto bassano lux media and word of mouth, of course). Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly? Guilford was one of the first academic researchers who dared to conduct a study of creativity. In fact, only a meager 25 percent did. Speakers, trainers, training program developers, organizational consultants, and university professors all had much to say about the vast benefits of outside-the-box thinking. They are much more common than you probably think. The second group was told that the solution required the lines to be drawn outside the imaginary box bordering the dot array.
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