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In the 1970s, however, very few were even aware of its existence, even though it had been around for almost a century.

Both teams followed the same protocol of dividing participants into two groups.The symmetry, the beautiful simplicity of the solution, and the fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford and the readers of his books to leap to the sweeping conclusion that creativity requires you to go outside the box.The idea went viral (via 1970s-era media and word of mouth, of course).Yet participants’ performance was not improved even when they were given specific instructions to do so.That is, direct and explicit instructions to think outside the box did not help.

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