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

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! 

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