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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.
your conclusion: that the second experiment disproves the theory that thinking outside the box is useful in solving problems, is itself a fallacy.
it only proved that telling someone to 'think out side the box' is, in most cases, ineffective.
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.
If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.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.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.It's an interesting experiment, but the author's conclusion cannot possibly follow from the results of it.