It was an appealing and apparently convincing message.
Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts.
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.
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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.
Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.
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.
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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.
If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.
Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.