Artists don’t think outside the box, because outside the box there’s a vacumm. Outside the box there are no rules, there is no reality. You have nothing to interact with, nothing to work against. If you set out to do something way outside the box (designing a time machine, or using liquid nitrogen to freeze Niagara Falls), then you’ll never be able to do the real work of art. You can’t ship if you’re far outside the box.
Artists think along the edges of the box, because that’s where things get done. That’s where the audience is, that’s where the means of production are available, and that’s where you can make impact.