New research reveals two-thirds of UK people have big ambitions but don’t know how to achieve them

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New research commissioned by Amazon Kindle reveals that whilst two-thirds (66%) of Brits have set themselves professional or personal goals, 40% admit they've made little to no real progress towards achieving them in the past 12 months, exposing a critical "aspiration gap" between what we want to accomplish and what we actually do. Just one in ten (10%) have achieved most or all their goals.

The research reveals a nation full of ambition, with nearly a quarter (24%) dreaming of starting their own business, one in seven (14%) wanting to turn their hobby into a profession, and 12% aspiring to write and publish a book. Yet the overwhelming majority don't know where to begin – or can't find the headspace to start. The findings come as Amazon Kindle launches the all-new Kindle Scribe, a distraction-free writing device designed to give professionals a dedicated space to think, plan, and make progress on their goals.

When asked what's preventing them from pursuing their aspirations, professionals pointed to a familiar set of modern-day blockers: lack of time due to workload (34%), difficulty staying focused (25%), and a lack of clear planning or organisation (19%). A fifth (21%) say they lack a single, dedicated place to organise their thoughts, whilst 18% have information scattered across multiple apps and devices with no way to search back through their notes.

Digital noise is also sabotaging professional ambition, as over half (54%) of goal-setters agree that digital distractions negatively impact their ability to achieve their goals, rising to 67% among 25–34-year-olds.

On a typical working day, 41% of Brits are interrupted by a digital distraction within just 30 minutes of starting a task. Just 3% can maintain focus for more than an hour before being digitally interrupted, with the average focus time lasting only 37 minutes.

This constant pull of digital noise is taking a clear toll on creative thinking. Nine in ten (91%) working Brits say they find it harder to think deeply when they're constantly connected, highlighting the need for dedicated, distraction-free tools.

Even when ideas do surface, they rarely stick – over half (54%) frequently forget them because they can't capture them quickly enough, with 25-34 year olds the worst affected (72%).

Despite 67% of Brits using at least one tool to track their productivity or goals, many find these tools are part of the problem, with 22% saying too many notifications and distractions get in the way.

Among those actively working towards goals, the features they value most in a tool tell a clear story: the ability to capture and organise thoughts quickly (31%), search and find information instantly (29%), help with focus and clear thinking (26%), a writing experience that feels natural, like paper (24%), and a completely distraction-free environment with no notifications or apps (22%).

Purpose-built for professionals who want to think more clearly and capture ideas without digital interruption, Kindle Scribe offers a paper-like writing experience with no distractions.

Notes can be organised into folders and notebooks, and handwritten text is fully searchable — helping ensure that ideas captured in the moment are never lost. With weeks of battery life and a lightweight, portable design, it gives professionals a dedicated space to plan, create, and make progress on the goals that matter to them.

Kindle Scribe Colorsoft, Kindle Scribe and Kindle Scribe Without Front Light are all available to buy now at amazon.co.uk, from £389.99.