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No one, that is, before two different research teams—Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisberg—ran another experiment using the same puzzle but a different research procedure.Both teams followed the same protocol of dividing participants into two groups.
Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.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.Let’s look a little more closely at these surprising results.Solving this problem requires people to literally think outside the box.
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.