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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.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?Let’s look a little more closely at these surprising results.Solving this problem requires people to literally think outside the box.Most people assume that 60 percent to 90 percent of the group given the clue would solve the puzzle easily. What’s more, in statistical terms, this 5 percent improvement over the subjects of Guilford’s original study is insignificant.In other words, the difference could easily be due to what statisticians call sampling error.
That is, direct and explicit instructions to think outside the box did not help.
Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.