According to Lindon, there’s always a temptation and tendency to go overboard and start adding and complicating matters, which indeed happened with FedEx. “People aren’t good at restraint,” he says. “They don’t get that not adding is really a form of subtracting. All of a sudden there was this rush to tell the world the secret. Sort of defeats the purpose, don’t you think? FedEx’s PR firm immediately wanted to supersize it. They wanted to make it obvious, fill it in with another color. They wanted to feature the arrow in other brand communications. They didn’t get it. It wasn’t about the arrow. An arrow isn’t even interesting to look at. It’s only because of the subtlety that it’s intriguing.