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pitches to prospective clients. Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts. Of course, in real life you wont find boxes. No one, that is, before two different research Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisbergran another experiment using the same puzzle but a different research procedure. He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page. Whats more, in statistical terms, this 5 percent improvement over the subjects of Guilfords original study is insignificant. One of Guilfords most famous studies was the nine-dot puzzle. Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly? Yet participants performance was not improved even when they were given specific instructions to. Lets look a little more closely at these surprising results.
Only 20 percent managed to break out of the illusory confinement and continue their lines in the white space surrounding the dots. Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside sirloin stockade cupon de cumpleaos the box. Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves. Most people assume that 60 percent to 90 percent of the group given the clue would solve the puzzle easily. That is, direct and explicit instructions to think outside the box did not help. The second group was told that the solution required the lines to be drawn outside the imaginary box bordering the dot array.
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