Sinead Doherty begins the conversation with a salient point. As a business grows and become more or less successful, the etymology of its name takes on an outsize significance.  Having a good origin story, one journalists can latch on to, one that can be romanticised or played up for narrative fodder, has always been important, whether for heritage companies or freshly hatched start-ups. But Doherty, who founded and runs Fenero, which offers tax and payroll solutions for contractors and freelancers, is prosaic about the genesis of her company.  A qualified accountant, she decided to strike out on her own in…

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