I am sure you have heard that whenever you are looking for a new idea to "think outside the box".  However, there are many advantages of "thinking inside the box" instead.  Especially when it comes to building a referral based business. Drew Boyd and Jacob Goldenberg, writers for the Wall Street Journal, define "Thinking Inside The Box" as, "People are at their most innovative when they work within the constraints of what they already know."   In 1983, the owners of a small cookie business sent a box of their cookies to the top radio station in Los Angeles. After trying one on the air, disc jockey Rick Dees asked his listening audience, “How would you like the most delicious fresh cookies delivered right to you?” Back at their store, orders for Snookies Cookies started ringing off the hook … and they’ve never stopped. Most people will credit the owners for thinking outside the box for their creative marketing ideas; however, I woul