You've probably been told before that you should "Think out of the box".
Well... you should also be creative while "thinking Inside the box"
Here is a quick Ignite presentation by Feng-GUI CEO, Rafael Mizrahi, presented at WPP Stream which outline few examples of why finding a solution for a problem should stay within the "problem's space", hence, "the box".
http://www.youtube.com/watch?v=dSCB3yCPDUA
