For the most part, people like consistency... they want to know what to do, where to go, and what everything on the screen does.
While competing products can look and function similarly, this leads to many products looking the same, which is something you should try to avoid if possible.
To think outside the box means to come up with atypical ideas, usually by ideating in a non-traditional way.
As you explore ideas and tools outside the box, the box itself expands into that space, similar to how the universe itself expands.
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