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He challenged research subjects to connect all nine dots using just four straight lines without lifting their pencils from the page.

Today many people are familiar with this puzzle and its solution.

Management consultants in the 1970s and 1980s even used this puzzle when making sales pitches to prospective clients.

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

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

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.

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

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