How to think outside the box — according to research

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What happens to creativity when those who use a particular thinking style tried a different approach? Getty Images

Creativity is an essential ingredient in problem-solving, and the importance of "thinking outside the box" has been stressed in nearly every context imaginable, business or otherwise. But that mantra assumes — wrongly — that we all start off thinking inside the same sort of cognitive box.

Instead, each person has a distinctive cognitive style: some of us, for example, are more intuitive, and others approach the world more rationally. What happens to creativity when those who use a particular thinking style tried a different approach?

Rice Business Professor Erik Dane decided to investigate. Along with colleagues Markus Baer of Washington University in St. Louis, Michael Pratt of Boston College, and Greg Oldham of Tulane University Dane studied typical thinking styles, rational versus and intuitive, and how resisting the most familiar one can affect creativity.

Rational thinkers, the professors noted, learn information deliberately and engage in thoughtful analysis. They depend on a linear, or sequential, way of processing information. Intuitive thinking, meanwhile, is an unconscious way of processing information. It's essentially the opposite of rational thinking: quick and holistic, rather than deliberate and comprehensive.

When a rational thinker faces a problem, her mind goes through multiple stages, tapping relevant mental data bases and coming up with alternative solutions. Her mind evaluates and refines these scenarios to choose the best possible solution to the problem.

An intuitive thinker, on the other hand, goes with his gut. Many researchers believe this type of thinking sparks creativity because it integrates so many different pieces of experience.

To explore what happens when one type of thinker follows a different approach, Dane and his fellow researchers colleagues gave test subjects a scenario. How could they get more students to come into a gift shop? Participants first had to come up with ideas using either an intuitive or a rational problem-solving approach. Then they filled out a short questionnaire. Afterward, the professors evaluated the ideas as creative or not creative, based on originality and usefulness.

When a participant wasn't used to rational thinking and had to problem-solve using a more rational approach, he or she came up with more creative ideas, the researchers found. This, the researchers said, suggests it's worth encouraging intuitive thinkers to change up their problem-solving style to come up with new ideas.

Curiously, it's relatively easy to influence a person's cognitive approach to a problem, the researchers found. At the same time, the research didn't suggest that either approach — rational or intuitive thinking — was inherently better than the other. In fact, they wrote, future research on the topic ought to analyze what happens when subjects are encourage to take a hybrid rational-intuitive approach.

In the meantime, whether you're trying to lure customers to your new coffee shop, or figuring out the best ending to your crime novel, try attacking the problem with the thinking style that's least familiar to you. To truly think outside the box, the first thing to do is peer over the side to see what style of thinking most often boxes you in.

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This article originally appeared on Rice Business Wisdom.

Erik Dane is an associate professor of management at the Jones Graduate School of Business at Rice University.

Researchers found that there's still very little conceptual explanation for how individual creative attempts become organizational innovation. Getty Images

Researchers find there's not much data on how creativity becomes change in the workplace

Houston Voices

Innovation and creativity are crucial tools that all businesses need in order to prosper. Research into how these tools work covers a broad area and crosses various disciplines. In the past, much of this research has been divided: One side looked at innovation, which focuses on how ideas are implemented, while the other examined creativity, which focuses on coming up with new ideas. Rice Business Professor Jing Zhou and colleagues addressed this divide by reviewing research going back a little more than a decade, looking for key measures that could be used as guidelines for future research.

Zhou and her colleagues began their work by reviewing the practical and theoretical perspectives of innovation and creativity in the workplace. They then created a framework for future research after identifying prominent theories.

Before getting started, however, they needed clear definitions for both innovation and creativity. Creativity, Zhou proposed, centers on idea generation. It's the first step toward innovation. Innovation, she concluded, stresses the implementation of ideas. This happens at different levels: individual, team, organization, or across multiple levels.

At the team level of innovation, research has progressed significantly, the authors found. They suggest that researchers now focus on other aspects of team-level research, such as team environment, leadership and facilitators of workgroups.

At the organizational level, Zhou and her colleagues found that numerous studies looked at the factors that influence innovation. But, they concluded, there's still very little conceptual explanation for how individual creative attempts become organizational innovation.

The team's review reveals the enormous strides that researchers have made in the field of creativity and innovation in recent years, and clarifies how their studies have been used by different organizations.

Despite advances in the field, however, there are still shortcomings. Many studies, for example, are hampered by problematic research approaches. Some lack theoretical groundwork and few take an inclusive approach to multi-level studies.

Zhou and her colleagues argue that addressing these limitations would be a tremendous leap forward in understanding creativity and innovation in the workplace. Without innovation, companies can't prosper and progress. The same holds true for academic research into these lifelines of business success: It will need to expand and dig deeper or cease to be relevant in practice.

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This article originally appeared on Rice Business Wisdom.

Jing Zhou is the Houston Endowment Professor of Management and Director for Asian Management Research and Education at Jones Graduate School of Business at Rice University.

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Booming Houston suburb launches innovation grant to attract startups

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Think you’ve got a burgeoning startup? Consider moving it to southwest Houston. The City of Sugar Land announced the Sugar Land Starts Innovation Fund last week to support companies that move jobs to the area.

“The Sugar Land Starts Innovation Fund is designed to support companies that are ready to grow and make a meaningful, long-term commitment to our community,” Colby Millenbruch, business recruitment manager for the City of Sugar Land, said in a news release. “By focusing on revenue-generating startups and performance-based incentives, we are creating a clear pathway for innovative companies to scale while reenergizing existing office space.”

The performance-based, non-equity dilutive grant program is open to companies that demonstrate at least $250,000 in generated revenue or $500,000 in institutional backing from a bank or venture capital firm. They must commit to hiring or relocating at least three employees in Sugar Land for a minimum of three years and at an average salary of $61,240. Compliance will be verified through Texas Workforce Commission reporting.

The fund builds off the Sugar Land Plug and Play partnership to turn the city into an innovative technology hub.

Collaboration with the Silicon Valley-based startup incubator and accelerator on a physical location in southwest Houston has supported 22 startups and has raised $6.5 million in capital since it officially launched in Sugar Land last March. Companies located at the Sugar Land Plug and Play include Synaps, a browser-based design platform for architects, and Intero Biosystems, which produces miniature human organs for preclinical drug development.

In addition to direct funding and business space, both the new grant and the overall Plug and Play project facilitate meetings with Houston-area businesses like CenterPoint Energy.

This should not only bring new industries to Sugar Land, but also allow existing companies to expand outward as technological investors to create a web of new progress.

“This investment is about more than technology. It’s about creating an environment where innovation can take root, grow, and deliver lasting value for the Sugar Land community,” David Steele, director of Texas at Plug and Play, added in the release. “Sugar Land is setting itself apart by taking a long-term view, investing in founders, partnerships, and technologies that will define the next chapter of growth. We’re proud to partner with the city in building an innovation ecosystem that benefits both entrepreneurs and the broader community.”

Income study shows $100,000 salary goes further in Houston in 2026

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A 2026 income study has good news for big earners in Houston: A six-figure salary goes further than it did last year.

A Houston resident's $100,000 salary is worth $84,840 after taxes and adjusted for the local cost of living, according to the new financial analysis from SmartAsset. That's about $1,500 more than Houstonians were bringing home last year.

The 2026 take-home pay is about 8 percent higher than it was in 2024, when the same salary had an adjusted value of $78,089.

SmartAsset used its paycheck calculator to apply federal, state and local taxes to an annual salary of $100,000 in 69 of the largest American cities. The figure was then adjusted for the local cost of living (which included average costs for housing, groceries, utilities, transportation, and miscellaneous goods and services). Cities were then ranked based on where a six-figure salary is worth the least after applicable taxes and cost of living adjustments.

Houston ranked No. 60 in the overall ranking of U.S. cities where $100,000 is worth the least. If the rankings were flipped and the cities were ranked based on where $100,000 goes the furthest, that places Houston in the No. 10 spot nationwide.

Manhattan, New York remains the No. 1 city where a six-figure salary is worth the least. A Manhattan resident's take-home pay is only worth $29,420 after taxes and adjusted for the cost of living, which is 3.10 percent lower than it was in 2025.

SmartAsset determined Manhattan has a 29.7 percent effective tax rate on six-figure salaries. Meanwhile, the effective tax rate on a $100,000 salary in Texas (based on the eight cities examined in the report) is 21.1 percent. It's worth highlighting that New York implements a statewide graduated-rate income tax from 4-10.90 percent, whereas Texas is one of only eight states that don't tax residents' income.

Oklahoma City, No. 69, is the U.S. city in the report where a $100,000 salary stretches the furthest. A six-figure salary is worth $91,868 in 2026, up from $89,989 last year.

This is the post-tax value of a $100,000 salary in other Texas cities, and their ranking in the report:

  • Plano (No. 27): $72,653
  • Dallas (No. 47): $80,103
  • Austin (No. 53): $82,446
  • Lubbock (No. 59): $84,567
  • San Antonio (No. 62): $86,419
  • El Paso (No. 67): $90,276
  • Corpus Christi (No. 68): $91,110
According to the report, getting some "financial breathing room" by making six-figures really depends on where someone lives and what their lifestyle is. For residents living in the 42 states that levy some amount of income tax, their take-home pay dwindles further."And depending on how taxes are filed, reaching a $100,000 income may push a household from the 22 percent to 24 percent marginal tax bracket," the report's author wrote. "Meanwhile, locations with high costs across housing and everyday essentials may be less forgiving to a $100,000 income."

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This article originally appeared on CultureMap.com.

Rice University partners with astronaut foundation to offer new STEM scholarship

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Rice University has partnered with The Astronaut Scholarship Foundation (ASF) to offer a new scholarship opportunity for junior or senior STEM majors, beginning this spring.

The prestigious Astronaut Scholarship includes up to $15,000, mentorship, networking and a paid trip to the ASF Innovators Symposium and Gala. The scholarship is funded by the James A. Lovell Jr. Family Endowment, in honor of the late American astronaut and founder of the ASF.

“This scholarship opportunity represents an exciting new avenue for Rice STEM students to synthesize their experiences in courses and research and their commitment to advancing the public good as leaders in their field,” Danika Brown, executive director for the Center for Civic Leadership at Rice, said in a news release. “We are so grateful to the Lovell family and to the foundation for investing in Rice students, and we are confident that the foundation will be impressed with our nominees and that selected students will have a life-changing experience as astronaut scholars.”

The Rice Space Institute and the Center for Civic Learning recently hosted the ASF at the Ralph S. O’Connor Building for Engineering and Science.

At the ASF event, Jeff Lovell—son of James Lovell, who commanded Apollo 13 and flew on Apollo 8—announced the scholarship aimed at Rice STEM students. Charlie Duke, who served as spacecraft communicator for the Apollo 11 Moon landing and as the lunar module pilot for Apollo 16, also spoke at the event.

The ASF awarded 74 scholarships to students from 51 universities across the U.S. last May.

The ASF awarded its first seven $1,000 scholarships in 1986 to pay tribute to the Mercury 7 astronauts. It has since awarded more than $10 million to more than 850 college students.

So far, only students from Texas A&M University and the University of Texas at Austin have received the scholarship in Texas.

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