I have heard the "inside the box" - "outside the box" mantra for about 10 years. There is no inherent good in being either inside or outside. What's important is what the box is and whether we still need that box. Some boxes are based on years of trial and error of what works best. Some boxes are formed by situations that are unique and no longer fit the current situation. Other boxes are built by "we are going to do it my way because I'm the boss."

As I work with small business owners on developing a web strategy, I find that some businesses have a confining box, others have a good box and others have a flexible box. Some people are willing to dump a bad box, and others dump a good box, just to be "outside the box!"