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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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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.

Although studying creativity is considered a legitimate scientific discipline nowadays, it is still a very young one. One of Guilford’s most famous studies was the nine-dot puzzle.

We may also remove content for the reasons set forth in the App Review Guidelines or any of our agreements with you.The App Store makes it simple for users to discover, purchase, and download apps for Mac, i Phone, i Pad, Apple Watch, and Apple TV.If you are ready to distribute apps, the Apple Developer Program provides everything you need to build and distribute apps on the App Store.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.The first group was given the same instructions as the participants in Guilford’s experiment.

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