The saying “out of the box” is a classical way of defining that thinks are more creative out side the box. But for me it’s a saying that builds on the fact that things don’t get in the box. The reason it doesn’t get in the box can be a numbers of reasons. Like stiff corporate doorkeepers. Ore fans that get locket out from brands and soon fans as a result then starts to create there own reality outside the brand. The effect is that the brand owners get no control of their brand (out side the box). And nothing new gets in the box. In other word, a lot of thinks is outside the box because of the way people work inside the box.