Celebrating 40 Years of Window Magic
If you know us through our supply store, you might not realize that it all began with a window cleaning business back in 1986. Long before we were serving other professionals, we were out in the field ourselves, learning the trade from the ground up.
This year marks 40 years of Window Magic Window Cleaning, and more than anything, it feels like a moment to pause and say thank you.
What began in 1986 with a bucket, a few tools, and a willingness to knock on doors has grown slowly over time, shaped by the people who gave us a chance, the customers who stayed, and the many hands that helped carry the work forward. From those early days to where we are today, this business has never been built alone.
In this special 40th anniversary Q&A, founder of Window Magic, Steve Tieken, looks back on the beginning to what led him here, the challenges along the way, and the moments that mattered most.
Take us back 40 years, what was your life like when you first started this business?
(Steve chuckled at this question.) My life was pretty simple, I only needed $600 to live on a month back then. I was in sales, and just couldn't do it anymore. I woke up every morning, had to wear a suit and do the corporate deal. I didn't have it in me anymore to do it. Before starting Window Magic, I used to help people that were struggling with trying to get their life together, and suggested they get some tools and start cleaning windows.I thought it was a business you get into with low cost startup, and a noble profession. I saw it as a business that has repeat clients, and if they played their cards right they could make a decent living. Little did I know I was planning my own future in this business.
What made you decide on a window cleaning business?
Well, I just couldn't get up one more day and do the corporate deal. I thought, I have been directing others to do this, why don't I do it for 3 months, until I decide what other business I would like to get into. I started cleaning windows in May of 1986 and didn't stop.
Did you ever imagine that something you started then would still be around four decades later?
I had no idea it would last this long honestly . I didn't even know I would be around this long :)
What did the very beginning look like? Your first equipment, first jobs, first customers?
We had very humble beginnings. There was a small janitorial supply on University Ave in San Diego called CM supply. I went in there and got a bucket and some squeegees, some towels and a pole. I just started knocking on business doors asking if I could clean their windows. I was fortunate enough to meet a very nice lady named Carole that had a business, and allowed us to clean their windows. She liked it so much she asked us to do her home windows. Window Magic still does her windows after all these years. We still have many of our accounts since the very beginning and that means the world to us to have earned the trust of people for this long. In the very beginning, as I said, it was pretty hard building routes and getting customers. Some days I would ask a restaurant if I could do their windows in exchange for a meal. I would do whatever it took to keep moving forward. Knocking on doors could get pretty discouraging, but with my sales background it kept me going. I had to eat my pride a lot, and do jobs for way less than I should just to pay the rent.
How did you find customers before websites, online reviews, or social media?
Pounding the pavement, knocking on doors, getting doors slammed in my face. But I always asked for referrals. Thankfully I wasn't too shy to do that. I asked my commercial clients if I could put a stand on their counter with my business cards, which were hot pink by the way, and would give them a discount on their cleaning. Also, when asking for referrals, I would give a discount to the person they referred as well as the referring customer, which really helped. We also did yellow page ads. I designed t-shirts with all our information on the back, and had our logo and phone number on the truck. I was surprised by how many people would stop me to ask for a card after reading the back of my shirt or seeing our truck.
Window Magic's early business cards
Was there ever a moment early on when you thought about quitting? What kept you going?
I made a commitment to stick to this for 3 months, then moved it to a year. Once it hit a year, I felt like I could really do this and make a living. I got a business partner in year two, who gave me a commitment to stick with this for 5 years. After a year, he changed his mind which really devastated me. I got pretty discouraged, as I did most of the selling, and he would handle the route work with our only employee Janie, who was an amazing window cleaner. I really wanted to keep building the business and not be back on the glass for a while. At that time, my wife Randi was working in her dad’s business as a sales rep for architectural products. She decided that she should work with me, building a family business together. She put on her blue jeans, and a Window Magic t-shirt, put her hair in a bandana and got to work. Randi would do the route work, and help on houses. One day she was in an architect's office, (who was my account by the way) and the next in his office cleaning his windows. He didn't even recognize her as the same person.
Randi with a friend who worked at a coffee shop that was a Window Magic account
How long after you started did you hire your first employee?
I hired Janie pretty quickly after I started. Maybe a couple of months after. I would sell and then her and I would clean the windows I just sold.
You started the business in 1986, and later met and married Randi. How did she first become involved in the business?
See previous question. But I have to say, Randi's strong customer service skills really helped. I was good at selling, but at the end of the day, coming back to my home office, I was too tired to return phone calls. Randi was great with that.
What does it mean to you that she continues to run the business today?
It means everything to me. Now that I am disabled, and had to retire, I see her get up early every day, get things set for me and out the door she goes. In 2008 when we had the recession, we both were pretty discouraged as so many of our clients couldn't get their windows cleaned, or worse yet, went out of business. We really prayed for direction, and were directed to buy a local screen repair business, which was a Godsend. People weren't using their air conditioning, they were opening their windows and needed good screens. Houses that went into foreclosure and then sold were required to have screens in windows. We had no idea that business would keep us afloat. But Randi helped me, side by side, build that business, which is a perfect add on business to window cleaning. We had a lot of fun doing all this together. But, when I got sick in 2020, I did have to sell the screen business and I am so grateful that Window Magic Window Cleaning is still carrying on. What I am most impressed with is Window Magic Supply starting, and providing great care to the window cleaners out there. With Randi's customer service skills, she is so dedicated to providing the best products with the best customer service.
Randi and Steve Tieken sometime in the 1990's
What was your favorite thing about window cleaning when you first started, and what was your favorite thing right before you retired.
I have a story about that. I was early on in the business, and wanted to get more equipment but was tight on cash. I started praying and asking God for direction as I felt a little stuck. I went to a meeting, and a man I didn't know came up to me and out of the blue said, "God put it on my heart to give you $1,000." I honestly couldn't believe it. I was wondering if someone put this guy up to it, but that wasn't the case. I told him I don't know when I can pay you back. This man said, "You didn't hear me, God said to GIVE you $1000, not loan you the money." I started crying actually and couldn't believe it. It reinforced my faith, and I made a commitment at that time, and asked God to never give me more money that would take my eyes off Him and out of His will. Well, let me tell you, I haven't broken the bank yet, but this business has provided us a wonderful life. It gave us the satisfaction of brightening people's lives, and being of service. We were able to be there for our children's sports events and school plays and could plan vacations or days off as needed. As our parents aged we were able to be there for them and be a support to them. You can't put a price tag on that.
What is something about Window Magic that you hope continues into the future? How would you like this business to be remembered?
I hope when people think of Window Magic, they know they can trust that we have the best people for the job in their home. They can trust us to do what we say we will do. They know we are committed to honesty and integrity and being of service. No matter if on the job or not, we want to leave things better than we found them, and bring goodness and kindness to the world. We are so blessed to have Justin who has been with us for 15 years, and his wife Cathie, Jose who has been here over 12 years, Gabriel, Carole and Jesus. All the people who we feel so proud and honored that they continue their employment here. We feel more like a family to be honest. We want that to reflect to our customers. If the world can be a kinder place because of us, that makes my heart happy.
Looking back, we’re reminded how much of this story has been shaped by the people around us, including customers, employees, and family who have walked alongside us over the years.We’re grateful for the trust, the relationships, and the opportunity to keep doing this work. It’s never been just about windows. It’s about showing up, being of service, and leaving things a little better than we found them.
Thank you for being part of these 40 years.
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