During the past two years, I’ve asked more than a thousand people what they see when they look at the FedEx logo. 80% say “letters” or “colors” or “shapes” or “the word “FedEx.” The other 20% tell me they see an arrow — a white arrow.
When I ask the baffled 80% if they see the arrow, most of them shake their heads and shrug. Only when I point to the arrow (in between the second “E” and the “x”) do they see it — a moment that is usually followed by their favorite exclamation of surprise and a chuckle.
This little phenomenon, methinks, is a great metaphor for what it really takes to innovate. There’s something right in front of our eyes and we just can’t seem to see it.
