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Guilford was one of the first academic researchers who dared to conduct a study of creativity.
He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page.
Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.
Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.
There seemed to be no end to the insights that could be offered under the banner of thinking outside the box.
The second group was told that the solution required the lines to be drawn outside the imaginary box bordering the dot array.
In other words, the “trick” was revealed in advance.
Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts.
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.