Thinking outside the box

Maybe I missed it in the archives, but I could not find an explanation for the phrase "Out of the box"? Was it created by a cruel busness person or is there a better explanation?

Thanks, Ned

There a fairly new business cliche in the U.S. -- "thinking outside the box," meaning thinking beyond usual ways of doing things. I'm sure someone else will have more details. All I know is the phrase comes up at every business meeting/seminar I've attended in the past couple of years.