To know the road ahead, ask those coming back.
The following is an excerpt from The Laws of Subtraction by Matthew May (McGraw-Hill).
My ten-year-old daughter points out the logo on a FedEx truck every time she sees one. She’s done that without fail ever since she learned to sound out letters. But she doesn’t do that with any other logo. What’s special about the FedEx logo isn’t the vibrant colours or the bold lettering. It’s the white arrow between the E and the x.
“There’s the white arrow that no one on my gymnastics team knows about,” she’ll say.