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Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.
If you have tried solving this puzzle, you can confirm that your first attempts usually involve sketching lines inside the imaginary square.
your conclusion: that the second experiment disproves the theory that thinking outside the box is useful in solving problems, is itself a fallacy.
it only proved that telling someone to 'think out side the box' is, in most cases, ineffective.
Let’s look a little more closely at these surprising results.
Solving this problem requires people to literally think outside the box.