‘It’s the most wonderful time of the year!’

This classic opening line from the 1963 song is normally associated December and the Christmas festive period, however I actually think it is most relevant now. In January. Yes January, when it’s cold, dark, wet, we facing the mother of all indulgence hangovers, oh and did I say it was cold?!

However, this is the time of possibility, of belief, of outrageous goals, and that magical feeling that anything is possible. The piece of paper, whiteboard, digital notepad that is 2022, is empty. The year, the future, it really can be whatever we want it to be.

This really is the most wonderful time of the year!

So, what am I planning? What do I have up my sleeve? What is my outrageous goal for 2022?

Well firstly I have too many. I know that. We are 5 days into the year, and I have already experienced a sleepless night through over-thinking. I know what you are thinking; a sleepless night already?! Many will say I am already failing at 2022, why am I not in a state of relaxed harmony following a relaxing break over the festive period? Well in all honesty it’s as simple as too many ideas occupying my mind and getting my first day back in the office caffeine intake wrong.

One goal I can share early however is my plan to take on Amazon and Jeff Bezos in 2022.

Yes, you read correctly. I Simon Brown, of Digital 51, the digital recruitment start-up still within it’s first 12 months of existence, is taking on Jeff Bezos, the second richest person on the planet.

Remember I said this was a time for outrageous goals?! Remember I said this was the most wonderful time of the year?! This is why; anything is possible right now.

OK, so what are the details, what am I really talking about here?

Like many people, I have never really been one for New Years resolutions. If pushed I will commit to trying to be happier, trying to have a better work/life balance. You know, the ‘normal’ things which again like many I don’t really believe, or even know what they mean. What is balance even? One for another post. This year however I did come into the year with a real ambition and resolve to do something differently.

My challenge:

  • I am not going to order anything from Amazon in 2022, either personally, or on behalf of Digital 51.
  • I am going to get through all of 2022 without using the Bezos empire for his online streaming or lifesaving, last minute, we can get you literally ANYTHING next day delivery service.


Now I should start by saying this is not because I think Amazon and or what Jeff (can I call him Jeff? I’m calling him Jeff, let’s be honest, he’s not reading this,) has created. I find the early days of the Amazon inspiring. A clear goal, a very disorganised business, lots of learns, and fast growth. We’ve all seen the famous Amazon start-up picture, it’s the go-to ‘we can do anything’ start-up picture adored by many. I’ll go even further, my admiration for Amazon has grown nearly s quickly as their business.  I mean, they are started out as a book company for heavens sake and now own MGN movies, are the biggest e-commerce platform in the world, and in Amazon Web Services has created the biggest cloud platform on the planet. WOW. All from ‘that’ picture. Anything really is possible.

However, coming back down to day-to-day life and planet reality, I just find Amazon as being something I have use more and more due to a combination of laziness and ease. I mean what can’t you buy on there? How efficient is Amazon Prime and the fact they have never failed to get me the things I have needed, delivered to my door, the next day. But, it all comes at a cost and that cost has been playing on my mind more and more over the past 12 months.

What impact are all these deliveries having on our world, both environmentally and from an economical perspective? Hundreds of thousands of parcels a day, probably an hour, searched, picked, packed, and distributed at the click of a button. That is a hell of a lot of carbon. What about our beloved high streets, town centres, city centres? I love the cultural and community heartbeat that these places give where we live, but we are using them less and less, and I do believe the success and ease of Amazon is a big reason for that.

  • I need stationary for Digital 51 -I’ll order it on Amazon!
  • I need a new HDMI lead for my laptop – I’ll order it on Amazon!
  • I have left my Christmas shopping until the last minute – I’ll save myself on Amazon!
  • I need a Christmas jumper for Christmas jumper day – I’ll order it on Amazon!
  • I need nappies, soap, washing up liquid, washing powder, baby powder, dishwasher tablets – I’ll get them on subscription, so I don’t even have to think about it – on Amazon!


The list of things we ‘need’ and get on Amazon is endless. But it’s become too much for me, and that is why I am taking on Bezos and coming off Amazon in 2022.

For the first time in many years, I now live and work predominantly in my local community.  When I do step out for fresh air or a break from my desk, I am walking round my local town centre as I would at the weekend. This means I am connecting with that area more than I have before and seeing first-hand the impact of economic change on the area. My beautiful town centre is emptying of shops at a terrifying rate. Yes, business rates and rents are too high, but also when I look at the businesses that have closed, I realised I probably would have just ordered that type of thing on Amazon.

So, I’m making a stand and giving it a go; 12 months. 365 days, 1 whole year; all of it without Amazon in my life.

Jeff, it’s been one hell of a ride, and lets be honest you business empire is safe without the revenue you’ll generate from my late night panic orders, but I need to do this. I am going to do this.

This really is the most wonderful time of the year.

Anything is possible, no matter how wacky, how bizarre, or how outrageous.

2022, what have you got planned for it?

This article was written by Simon Brown, Founder of Digital 51. Do you have a new year’s resolution for 2022, can you top Simon’s bizarre declaration? He’d love to hear more if you do, so please drop him a line on