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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.

They are much more common than you probably think.*From Inside the Box: A Proven System of Creativity for Breakthrough Results Copyright 2014 Drew Boyd There are many theories of creativity.

If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.

Yet participants’ performance was not improved even when they were given specific instructions to do so.