Thinking In New Boxes

Thinking in New Boxes is the title of a new book by Luc de Brabandere and Alan Iny of Boston Consulting Group. They write “Thinking outside the box is dead” and propose “thinking in new boxes processes” like: doubt everything; research; generate ideas; introduce reality; and implement and evaluate relentlessly.

In my 2013 book Zig Zag: The Surprising Path to Greater Creativity, with over 100 creativity techniques based in research, I make a similar point. In Chapter 4, on how to get yourself into the playful mindset where great ideas happen, I recommend “Find The Right Box” and I introduce a group of four practical techniques with this:

There’s a popular belief that creativity comes from the absence of constraints. People assume that if you’re not creative, it’s because you’re thinking inside the box—so all you need to do is to get rid of the box!

But research shows just the opposite: creativity is enhanced by constraints. They just have to be the right constraints. The techniques of this section show you how important it is to draw boundaries around the space in which you play. If you’re stumped for an idea, maybe you just need to play with different toys for a while; start a new game, with a different set of rules.

As the famous G. K. Chesterton put it: “Art consists of limitation. The most beautiful part of every picture is the frame.”

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