Why You Can't Think Out of the Box — And What to Do Instead!

One day, Adam, a Project Manager at a major tech company, was feeling confused. A project that was supposed to boost team productivity had instead caused a significant decline. Moreover, the project was facing challenges in efficiency and unmet targets, leaving Adam feeling stuck.

He recalled the advice he'd often heard: "Think outside the box." However, the creative solutions he tried only made things worse and complicated the situation further.

In the midst of his frustration, Adam decided to meet his friend Dimas, a senior consultant at one of the Big Four firms, who had experience handling similar projects. They agreed to meet at Lewis & Carroll Tea, Grand Indonesia, for a chat.

"Hello… long time no see, Adam!" Dimas greeted cheerfully. "Hey there, bro… How's it going, Dimas?" Adam replied weakly with a smile. "Not too good, Adam," Dimas said, curious. "What’s going on? Let’s sit down and order something first!"

Dimas ordered Truffled Mushroom, Thai Tea Croissant, Tofu Bites, and a few other items, while Adam chose a Creamy Mushroom Croissant, Vegetable Fritters, Eggplant Arabiata, and, of course, the café's signature tea.

Adam immediately started sharing about his project that wasn't going well, despite his efforts to implement various "out-of-the-box" solutions. He complained about how difficult it was to maintain the team's productivity.

Dimas smiled and said, "I understand how you feel. But did you know? According to Standish Group's Chaos Report, 31% of all IT projects fail, 53% run over budget, and only 16% meet the original objectives. Another study by BITKOM e.V. found that 75% of all IT projects fail due to errors in the set-up phase. According to the study, the most common reasons for the failure of IT projects are unclear or inadequate requirements, incorrect time and budget planning, and inadequate communication between project participants. One of the main reasons is poor management, and often teams try innovative solutions without first fixing their internal structures."

Adam frowned, surprised by the data. "So you're saying my problem isn't with the team's creativity, but with internal management?"

"Exactly," Dimas replied. "A study by McKinsey & Company found that companies focusing on improving internal processes and better resource management could boost productivity by 25%. Instead of forcing overly innovative solutions, try optimizing the basics."

Adam began to grasp the point Dimas was making. "You mean I've been focusing too much on looking for solutions outside, while the real problem is inside?"

"That's right," said Dimas. "For instance, Google has a culture of innovation, but they also emphasize the importance of structured thinking and process optimization. They created Project Aristotle, an internal study that concluded the most successful teams weren’t the most creative but those with structured workflows and a supportive environment."

Adam paused. "So, we don’t always have to think outside the box to get good results?"

"Exactly. Harvard Business Review even published an article stating that thinking outside the box is sometimes overrated, while the most effective solutions often come from improving the 'box' or system itself," Dimas explained. "Companies like Toyota use Kaizen principles—continuous improvement of internal processes—to enhance efficiency without having to come up with completely new approaches."

Adam felt enlightened. "So maybe the solution is to conduct an in-depth analysis of the existing system?"

"Exactly," Dimas responded. "Try conducting a deeper evaluation of how your team functions. A study by Gartner shows that 70% of companies that regularly analyze their processes achieve significant performance improvements. In other words, we need to identify where the problem lies—is it with the people, the process, or the resources?"

Adam smiled. "Now I understand. I’ve been too busy looking for new solutions, when the real issue might be that the old system isn't working properly."

Dimas nodded. "It’s not about finding a new box, but fixing the one you already have. If your resource management system isn't functioning, even the most creative team will struggle to achieve its goals."

Feeling reinvigorated, Adam was now more prepared to face his project’s challenges. Together with Dimas, they continued discussing steps to improve the stalled project. Adam was now convinced that the best solution isn't always about thinking outside the box but rather about strengthening the internal foundation already in place.

We often feel pressured to constantly think creatively and find innovative solutions. However, research shows that the best solutions often arise from improving existing systems. As we've seen in case studies from large companies like Google and Toyota, boosting productivity and effectiveness is not about always seeking big breakthroughs but about ensuring that the foundation and work structure are solid.

In the late 1990s, GE introduced the Six Sigma program to improve internal process efficiency. As a result, GE increased profits by $12 billion in the first five years. This program focused on refining existing processes, not creating a revolutionary new approach.

Then there’s Spotify, which many of you surely know. As it grew rapidly, it didn't radically change its management approach. Instead, it formed small autonomous squads or teams with clear responsibilities, focusing on specific tasks. Rather than radically altering the process, they improved team structure by focusing on collaboration and efficiency. This helped Spotify continue innovating while maintaining high productivity in a highly competitive environment.

What should we do:

Analyze Before Taking Action: In Adam’s story, Dimas suggested conducting a deeper analysis of the problem rather than immediately trying innovative solutions that may not be effective. This doesn't mean we shouldn't think creatively, but it’s important to clearly understand the issue before moving on to potentially irrelevant solutions. McKinsey mentions that organizations that make data-driven decisions tend to be more successful.

Strengthen Systems and Structures Before Innovating: Instead of always searching for "outside-the-box" thinking, ensure that the existing foundation is strong. In the story, Dimas explained that the supporting system around the team needed to be improved first. Creativity can be applied after having a solid foundation, allowing new ideas to develop in the right context. Evaluate the tools and work processes in place; make sure they are optimized before seeking new paths.

Develop Leadership Skills: Dimas highlighted that Adam’s issue wasn’t just about individual motivation, but about how the organizational structure supported the team’s performance. Thinking creatively also includes finding new ways to empower and motivate the team, not just seeking solutions for individual problems. By developing leadership skills, millennials can be better at creating an environment conducive to innovation.

Don't Get Stuck in the Expectation to Think Outside the Box: Just as Adam felt trapped by the expectation to keep looking for innovative solutions, millennials need to understand that thinking outside the box isn't always necessary for success. Creativity is still important, but being too focused on innovation can distract from the underlying issues. Focus on improving team efficiency and collaboration, like what Zappos and GE have done.

Seek Long-Term Solutions, Not Quick Fixes: In the story, Dimas helped Adam see the issue from a long-term perspective by fixing the organizational structure rather than offering short-term incentives. While creativity can generate new ideas, we need to implement these solutions effectively to achieve long-term results. Companies like Spotify, which adopted autonomous team structures, provide a clear example of how structural solutions can yield long-term benefits.