What box?!

Of the countless empty phrases in the office jungle, but one that I can’t stand hearing anymore is: “You need to think outside the box!” Always with that exclamation mark, as if it’s the holy grail of innovation.

What the speaker actually means is that you should think beyond your immediate surroundings. But ironically, they shoot themselves in the foot. By telling you to think outside the box, you’re still tied to that box. It’s like saying, “Don’t think of a pink elephant.” Bam! There’s that pink elephant already.

Words matter. The way you frame something shapes how people think and the results they achieve. So instead of trapping people in vague metaphors, why not try “the sky is the limit”—there’s at least more room there. Or better yet, be specific about the broader boundaries: “We need to make a profit within three years,” or “We want to move fast, so let’s work with existing suppliers.”

Creative solutions and fresh ideas don’t emerge in a vacuum. It’s about the right setting, the right words, and the right people. Want to bring out the best in your team? Create an environment where everyone feels safe to put the unexpected on the table, without being constrained by old patterns.

And yes, it may sound counterintuitive, but even creativity can follow a process—if you set the right context. It’s all about creating the conditions where new ideas can flourish. Because the only thing truly “out of the box” is the illusion that you need a box in the first place.