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Vision

Magic Industries is a company born of the dreams of a number of experienced enterprise developers who have spent decades watching the software industry fall into ill repute - and often for good reason. All too often software is ugly, too confusing, doesn't work and definitely doesn't meet business needs. Many technology companies have lost their original ideologies and focus instead on the bottom line, their watchword "It's just business".

We believe that good business does not preclude complete honesty and an uncompromisingly high standard of personal and professional ethics, and we demand such from everyone in our team, from the CEO to the receptionist. We want to work with people we like and respect, and build a business that is based as much on trust and courtesy as it is on our exceptional skills.

The principals of Magic Industries want to change the established habits and expectations in and around the software industry. We want to see software that enables business, makes computing easier and changes people's lives.

We *know* that software can be easy to use, and can be built to stand up in an agile and changing business world without compromising on quality. We build it properly; to budget, to expectation, on time and in a well controlled, reliable manner.

To us coding is a lot like writing music or poetry - it requires a fundamental understanding of structure and principle, and needs a wide creative vision. In the same sense, code must be treated not merely as a mechanical necessity whose workings are unimportant to the grand design, but as something that is - both in function and in form - a thing of passion, elegance and careful craftsmanship. At the same time however, our function as software developers is to build the very best business solution for you the client, above and beyond all other considerations.