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In other words, the “trick” was revealed in advance.

Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly?

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

Both teams followed the same protocol of dividing participants into two groups.

Let’s look a little more closely at these surprising results.

Solving this problem requires people to literally think outside the box.

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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