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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.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?

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

What the latest experiment proves is not that creativity lacks any association to thinking outside-the-box, but that such is not conditioned by acquired knowledge, i.e., environmental concerns.

For example, there have been some theories such as those of Schopenhauer (see his remarks about Genius) and Freud (see his remarks about Sublimation) that propose creativity is something more like a capacity provided by nature rather than one acquired or learned from the environment.

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.

Both teams followed the same protocol of dividing participants into two groups.

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