For a few of years around 1996-1998,
Nokia reigned briefly as the most electrifying technology company in the world. This was such an unlikely development that most Finns had great trouble understanding that Finland could be a global leader in the evolution of consumer electronics. For Finns, Nokia was a brand familiar from black rubber boots with an unusually clever heel design and the new triple-layered Nokia toilet paper that gave you that luxurious wiping experience. Nokia itself was a tiny, boring village. It had been a center for Russian fur trade 700 years earlier, when it was named after a small, furry animal with a black pelt. "Noki" means "soot" and "Nokia" means "The Black One." Before Christianity's arrival, Finns refused to use true names of important mammals, fearing the wrath of their godlike avatars. "Nokia" was one of the euphemisms used to avoid naming a religiously meaningful animal, possibly the mink.
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