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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.

The idea went viral (via 1970s-era media and word of mouth, of course).

Let’s look a little more closely at these surprising results.

Solving this problem requires people to literally think outside the box.

Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.

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.

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