Rethinking “Think Outside the Box” in UX Design

We’ve all heard the phrase: “Think outside the box.”
It’s become a golden rule in design, business, and creativity a rallying cry for innovation.

But recently, I started asking myself:

What if you’re already outside the box?

What if the “box” doesn’t even exist in your current context?
Or worse… what if you’ve drifted so far away that you’ve lost sight of why the box existed in the first place?

We tend to glorify breaking rules and escaping constraints.
But in UX and design thinking more broadly understanding the rules can be just as powerful as breaking them.

Because here’s the truth:
Thinking outside the box isn’t always the solution.

Sometimes, the most powerful innovation comes from understanding the box its limits, its purpose before trying to break free from it.

In UX and design thinking, this hits hard.
Are we challenging assumptions… or just ignoring them?
Are we solving real problems… or escaping structure altogether?

To think outside the box, we must first understand the box.
Creativity isn’t about escaping constraints. It’s about mastering them, then bending them with intention.

I’d love to hear your thoughts
Is “outside the box” thinking always the right approach in UX and product design? Or do we sometimes need to revisit the box first?