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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.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.Today many people are familiar with this puzzle and its solution.In the 1970s, however, very few were even aware of its existence, even though it had been around for almost a century.

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That this advice is useless when actually trying to solve a problem involving a real box should effectively have killed off the much widely disseminated—and therefore, much more dangerous—metaphor that out-of-the-box thinking spurs creativity.Both teams followed the same protocol of dividing participants into two groups.

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