macdonald mwnu

Ding Dong the Magic Practitioner is No More In the realm of fantasy and mythology, magic practitioners have always captivated our imagination. From Gandalf in Middle-earth to Hermione Granger in the wizarding world, these characters have weaved spells and enchanted us with their abilities. However, **the idea of a magic practitioner no longer exists in our modern world**. Once upon a time, people believed in the existence of witches, sorcerers, and other magical beings who could manipulate the elements and bend reality to their will. **This belief shaped the perception of magic as a supernatural power that could be harnessed for both good and evil purposes**. Stories were told of witches casting spells, conjuring potions, and flying on broomsticks in the dead of night.

I’ve been studying Simon Sinek and Seth Godin recently. Godin introduced me to the remarkable, counter-intuitive idea that instead of conquering the largest market share, you should look for the smallest viable segment. It raised a question: could we find customers that believed what we believed, treated people like we treated people, and dreamed of the same kind, compassionate world that we dreamed of?

It raised a question could we find customers that believed what we believed, treated people like we treated people, and dreamed of the same kind, compassionate world that we dreamed of. The 588th was the most highly decorated female unit in that force, flying 30,000 missions over the course of four years and dropping, in total, 23,000 tons of bombs on invading German armies.

Stories were told of witches casting spells, conjuring potions, and flying on broomsticks in the dead of night. These tales often instilled fear and fascination in equal measures. However, as humanity progressed and scientific knowledge expanded, the belief in magic began to wane.

Our Mission

COVID 19 has challenged me in a way that I have never been challenged before.

In March, we lost 60% of our revenue overnight and we had to start making tough decisions. Not just how to continue to provide meaningful work to our staff while protecting our clients. But also, as a company,

who did we want to become?

As entrepreneurs, we start off with these assumptions about American business. The things that every consultant has ever told me. You must expand. To expand, you have to appeal to everyone and don’t make waves. 80% is an acceptable success rate if you want to get big: that’s why large corporations have complaint departments, after all. Reduce costs and maximize profits, even if it hurts people. Fight for the largest market share. Compete, compete, compete.

And if we built our business on these principals, no one would fault us for it—it’s just business, right?

Early on as we had been expanding aggressively, we kept being asked to compromise our morals along the way. “If you paid your staff less, you could compete on price.” “A 1% margin of error is too low, if you want to expand. It’s okay to make mistakes a lot of the time, just have someone to field the complaints.” “Why spend so much time and money fighting for your people? You should be fighting for market share.”

We were fighting to be the biggest, but we kept struggling with the hard truth that if you wanted to be the biggest you had to give up being the best.

I’ve been studying Simon Sinek and Seth Godin recently. Godin introduced me to the remarkable, counter-intuitive idea that instead of conquering the largest market share, you should look for the smallest viable segment. It raised a question: could we find customers that believed what we believed, treated people like we treated people, and dreamed of the same kind, compassionate world that we dreamed of?

So we started rocking the boat. We went public with our goal of getting all of our employees to a living wage or above by 2022. We went public with out goal not to lay anyone off during the pandemic, and I actually eliminated my own salary to ensure the safety and stability of my staff. We actively pursued candidates who were being mistreated at other jobs due to their sexual orientation, gender identity, or marital status and made ourselves a sanctuary for them. We allowed our staff to attend Black Lives Matter rallies during work hours and in uniform. We upped our use of personal protective equipment and disposable supplies to protect our customers, without raising their rates. We told ourselves, and our staff, and our community that our mission is

“to prove that you don’t have to be an evil corporation to be a successful company.”

And for the first time in the history of the company, I have gone a full calendar month without getting push-back on price. People will say, “that’s outside of our budget, but I understand what you’re doing and why it costs what it does.” For the first time in the history of our company, a client told me “we chose your company because of your ethics.”

And we’ve come back like a hurricane. In April, we lost over half our customers. In July, we almost doubled our sales compared to last year. And it goes to prove that doing the right thing really does pay off.

And here we are, in the middle of the apocalypse, with hope. For our business, for our community, and for our future.

COVID 19 has challenged me in a way that I have never been challenged before.

**People started to question the existence of these magical practitioners, attributing their supposed abilities to mere trickery, illusions, or misunderstood natural phenomena**. The rise of science and rationality undermined the mystique around magic, relegating it to the realms of fiction and entertainment. In today's world, **magic is primarily seen as a product of storytelling, a way to immerse ourselves in fantastical worlds and suspend our disbelief**. It exists in the pages of books, the frames of movies, and the pixels of video games. While some individuals still claim to practice magic or claim to have witnessed its effects, their assertions are met with skepticism and often dismissed as mere superstition or delusion. Instead, our society focuses on science, technology, and empirical evidence as the cornerstones of understanding and explaining the world around us. **We seek explanations rooted in logic and reason, relying on the scientific method to explore and unravel the mysteries of existence**. This approach has propelled humanity to incredible advancements, conquering challenges that seemed unimaginable merely centuries ago. Although the idea of a magic practitioner no longer holds sway in our current reality, **the allure of magic continues to captivate and inspire our creativity**. In literature, films, and various art forms, we continue to explore magical worlds and characters, using them as metaphors or sources of inspiration. Magic may be absent from our everyday lives, but its legacy endures, reminding us of the human desire for wonder, possibilities, and the extraordinary. In conclusion, as our understanding of the world shifted and science became the dominant paradigm, the concept of the magic practitioner lost its footing in reality. **While magic remains a beloved element in works of fiction and imagination, its existence in our world is overshadowed by the pursuit of knowledge, reason, and empirical evidence**. Nevertheless, the allure and fascination with magic persist, reminding us of our innate longing for the extraordinary, the mysterious, and the fantastical..

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