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He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page.Today many people are familiar with this puzzle and its solution.The correct solution, however, requires you to draw lines that extend beyond the area defined by the dots.

Rather than disproving the myth, in other words, the experiment might instead offer evidence that creativity is an ability that one is born with, or born lacking, hence why information from the environment didn't impact the results at all.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.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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