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Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.

Only 20 percent managed to break out of the illusory confinement and continue their lines in the white space surrounding the dots.

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.

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.

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