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).
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.
Guilford was one of the first academic researchers who dared to conduct a study of creativity.
Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.