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Today many people are familiar with this puzzle and its solution.
Let’s look a little more closely at these surprising results.
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.
The idea went viral (via 1970s-era media and word of mouth, of course).
Overnight, it seemed that creativity gurus everywhere were teaching managers how to think outside the box.