It is true that it is difficult for fish to see water because it is the "box" they live in. And similarly it is often difficult for us see our own boxes.
However, thinking outside the box is impossible until one masters the skills necessary to think within his/her own box. Creativity is a skill as much as it is a gift.
I wrote an article about this several years ago. It's on another site that I own (
http://www.paross.com/outside.htm). Let me know what you think.
Phil