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In my third year at Cambridge, I devoted myself consciously to the Great Work, understanding thereby the Work of becoming a Spiritual Being, free from the constraints, accidents, and deceptions of material existence. I found myself at a loss for a name to designate my work, just as H. P. Blavatsky some years earlier. 'Theosophy', 'Spiritualism', 'Occultism', 'Mysticism', all involved undesirable connotations. I chose therefore the name. 'MAGICK' as essentially the most sublime, and actually the most discredited, of all the available terms. I swore to rehabilitate MAGICK, to identify it with my own career; and to compel mankind to respect, love, and trust that which they scorned, hated and feared. I have kept my Word.

Aleister Crowley#30

SpiritualityMagicIdentityBrandingWork

About this quote

What does it mean?
Crowley describes his dedication to the Great Work of becoming a spiritual being, choosing the term MAGICK to reclaim it from negative connotations and to demand respect for it.
In plain terms
He devoted himself to spiritual transformation, renamed his practice MAGICK to restore its dignity.
What can you take from it?
Rename and reframe misunderstood practices to gain respect.

Where it applies

  • personal spiritual journeys
  • public discourse

Putting it to work

  • adopting new terminology
  • advocating for respect

Questions to consider

  • Does a new name change meaning?
  • What resistance remains?

Another view

Rebranding does not automatically change underlying criticisms or misconceptions.

More from Aleister Crowley

  1. This book is for ALL: for every man, woman, and child. My former work has been misunderstood, and its scope limited, by my use of technical terms. It has attra…

    Permalink to quote #29
  2. I must make MAGICK the essential factor in the life of ALL. In presenting this book to the world, I must then explain and justify my position by formulating a …

    Permalink to quote #31
  3. The old spelling MAGICK has been adopted throughout in order to distinguish the Science of the Magi from all its counterfeits.

    Permalink to quote #28

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