In 2005 some very ingenious boffins were working on a new device. Something which was to change the face of publishing.

The project name was Fiona, and the geniuses loved it so much they couldn’t wait until it was launched and then everyone would want to own a Fiona.

But there was a problem. These intellect-packed specialists knew lots about technology but Jack S*** about marketing and even less about sales.

The equally clever people who did know about sales and marketing, politely informed the boffins that their new invention was great but it wouldn’t be called Fiona.

And legend has it – it all kicked off.

Luckily for Amazon the marketeers won, Fiona was kept in the lab and instead, the Kindle was launched.

It’s difficult to imagine what would have happened if they’d gone with the engineer’s choice.

‘Have you seen my Fiona?’

‘Yeah, I’ve downloaded it to my Fiona’.

‘Amazing, I’ve got over 100 books on my Fiona now’.

‘I don’t really get Fiona, I prefer something I can flick through and scribble on’.

‘Must remember to charge my Fiona’.

Knowing what you’re best at and allowing others to do what they are best at sounds simple.

The problem is … opinions – and like belly buttons, we all have them.

So, I’m going to give you a wee challenge this week. Keep your ‘non-expert opinions’ to yourself.

Good luck with that one.

If you need something else to occupy and inspire you then (of course) all my books are available on Fiona. Sorry Kindle!

Be Brilliant!


PS We always love your comments.  Please leave one below.


  1. March 14th 2019 by Nell Nelson

    Love this, and it reminds me: must charge my Fiona.

  2. March 14th 2019 by Simon

    Great thought – seem to recall Barrack Obama making a great speech along similar lines. Along similar lines to the Kindle I wonder how many products are “out there” with inappropriate names… I’ll set the ball rolling with the classic Vauxhall NOVA which broadly translated into Spanish as Doesn’t Go … hence we now have the Corsa

  3. March 14th 2019 by James

    I had to laugh at this I actually have a phone called Susan! No I didn’t call it Susan it’s branded Susan and it is, well frankly shit…

    Long story I needed a way of dealing with overspill calls at work and to permanently divert a number so needed a cheap phone. I was on and bought Susan an android smart phone for £35 quid plus the postage I thought how bad can it be?

    It is for 35 quid an android phone albeit it one with few decernable talents but it did the job. Susan now functions as our family spare phone when all else fails or a mate has broken theirs.

    Susan lives on but it does prove you can sell a phone with no talents called Susan albeit for only 35 quid.

  4. March 16th 2019 by FIONA CHAPMAN

    Not sure what I think about this – truly my name is Fiona

  5. October 16th 2019 by RobertReese

    I could not refrain from commenting. Exceptionally well written!|

  6. May 7th 2020 by Noel Jervey

    “Having read this I thought it was very enlightening. I appreciate you taking the time and effort to put this article together. I once again find myself personally spending way too much time both reading and commenting. But so what, it was still worth it!”

  7. May 28th 2020 by Mortgage Advisory Singapore

    wow, awesome blog article. Cool.

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