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Only 20 percent managed to break out of the illusory confinement and continue their lines in the white space surrounding the dots.The symmetry, the beautiful simplicity of the solution, and the fact that 80 percent of the participants were effectively blinded by the boundaries of the square led Guilford and the readers of his books to leap to the sweeping conclusion that creativity requires you to go outside the box.The idea went viral (via 1970s-era media and word of mouth, of course).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.
Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.