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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.

Only 20 percent managed to break out of the illusory confinement and continue their lines in the white space surrounding the dots.

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.

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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