Jonathanisapioneerwhohasbeenattheforefrontofdigital innovationfordecades.Asthe and ofSELFand Founder CEO ENTIRETY,heisleadingarevolutionthatchallengesthestatus quo.Hisgroundbreakingworkincryptography,coupledwithhis deepunderstandingofhumanbehavior,haspositionedhimasa leadingvoiceonthefutureoftechnology
“SELF and ENTIRETY are an alternative to what has become commonplace.”
Jonathanwasdrivenbyaprofoundconvictiontochallengethe statusquooftechnologyandempowerindividuals. “Our world is dominated by centralized systems that prioritize profit over people,” heasserts. “SELF and ENTIRETY is a direct response to this, offering a decentralized alternative that places the individual at its core.”
Jonathan’sleadershipstylehasevolvedintandemwiththe company.Initiallyfocusedonoperationalefficiency,hehasshifted hisattentiontofosteringastrongteamculture. “People are the heart of the business, and empowering them is foremost,” he quotes.Hisleadershipphilosophyemphasizesopen communication,activelistening,andadeepunderstandingof individualaspirations.
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JONATHAN MACDONALD
Naples: A Symphony of Beauty and Flavor Cut Food Costs 6 Cheapest Meal Delivery Services
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Marlboro From ‘Mild as May’ to the Iconic ‘The Marlboro Man’
Work Smarter, See Clearer: Solutions to Alleviate Digital Eye Strain 20
SELF
& ENTIRETY
Jonathan MacDonald (Founder, CEO & CTO)
Jonathan MacDonald Cover Story
Revolutionizing Technology's Role in Humanity
“I've always been fascinated by the potential of technology to reshape humanity,” says Jonathan MacDonald, SELF ENTIRETY the visionary behind and . From those early days of dial-up internet and nascent chat rooms, he saw a world brimming with possibilities. A world where information was free, where connections were limitless, and where individuals could truly thrive.
However, as the digital terrain evolved, so did Jonathan's perspective. “The promise of the early internet was gradually eclipsed by corporate greed and centralized control,” he reects. “We were exchanging our privacy for convenience, our autonomy for algorithms.”
This disillusionment ignited a re within MacDonald. He envisioned a future where technology empowers individuals to reclaim ownership of their data and shape their digital destiny. This vision is the bedrock of SELF and ENTIRETY.
Jonathan is a pioneer who has been at the forefront of digital innovation for decades. As the Founder and of SELF and ENTIRETY, he is leading a revolution that challenges the status quo. His CEO groundbreaking work in cryptography, coupled with his deep understanding of human behavior, has positioned him as a leading voice on the future of technology.
With a career spanning retail, entertainment, and strategy, Jonathan brings a unique blend of business acumen and technological expertise to his role. His ability to anticipate industry trends and identify emerging opportunities has made him a sought-after advisor to global corporations. However, beyond the accolades and achievements, Jonathan remains driven by a singular purpose to create a world where technology serves humanity, not the other way around.
A Vision of Individuality and Empowerment
“SELF and ENTIRETY are an alternative to what has become commonplace.”
Jonathanwasdrivenbyaprofound convictiontochallengethestatusquo oftechnologyandempower individuals.“Ourworldisdominated bycentralizedsystemsthatprioritize profitoverpeople,”heasserts. “SELF and ENTIRETY is a direct response to this, offering a decentralized alternative that places the individual at its core.”
“We envision a future where technology is a tool for human enhancement, not control,” Jonathan explains.“Bycombining ENTIRETY'sinfrastructurewith SELF'sintelligence,wecancreatea worldwhereindividualshavetrue agencyovertheirdigitallives.”
Jonathan is a staunch advocate for ethical technology. “Technology should be a force for good,” he asserts. “It must be built on a foundation of moral principles that serve humanity.” This philosophy is at the core of SELF and ENTIRETY.
The company's commitment to ethics is reected in its core values:
Striving to avoid causing or enabling harm while upholding these rights.
Adhering to all applicable regulations and
“Our technology helps to enhance human potential, not to exploit it,” Jonathan quotes.SELFandENTIRETYarecommittedtoharnessingtechnologyfor positiveimpact.
Human-centric Focus
TheBirthofProofofAI
Jonathan,thearchitectbehindENTIRETY,wasdissatisfiedwiththeprevailingconsensusmechanismsintheblockchain landscape. “Proof of Work and Proof of Stake,” heobserved,“whilegroundbreakingintheirtime,fallshortofthe blockchain'struepotentialfordemocratizationandefficiency.”
Drivenbythiscritique,heembarkedonajourneytoredefineconsensus.TheresultwasProofofAI(PoAI),anovel mechanismthatseekstoaddresstheshortcomingsofitspredecessors. “PoAI is more than just a new consensus mechanism. It is a paradigm shift,” Jonathanquotes.UnlikeProofofWork,whichreliesoncomputationalpower,or ProofofStake,whichistiedtowealth,PoAIemphasizesfairnessandequity.
TransparencyisacornerstoneofPoAI.Thecoreteammaintainsmeticulousrecordsofallsystemmodifications,including therationalebehindchangesandtheirexpectedoutcomes.“Ourgoalistonurturetrustandaccountability,”Jonathan asserts. “By openly sharing our development process, we demonstrate our commitment to building a fair and transparent blockchain ecosystem.”
Overcoming Challenges & Leading from the Inside Out
ThepathtoestablishingSELFandENTIRETYhasbeenfraughtwith challenges.Securinginvestmentprovedtobethemostformidableobstacle. Jonathanrecalls,“Investors, even those with ethical leanings, often view blockchain as a financial asset rather than a catalyst for societal change.” This disconnectbetweenhisvisionandtheprevailingmarketmentalityunderscored theradicalnatureofhisendeavor.ThesystemicfailuresofJuly2024,astark reminderofcentralizedsystemvulnerabilities,onlysolidifiedhisbeliefinthe urgentneedforadecentralizedfuture.
Jonathan'sleadershipstylehasevolvedintandemwiththecompany.Initially focusedonoperationalefficiency,hehasshiftedhisattentiontofosteringa strongteamculture. “People are the heart of the business, and empowering them is foremost,” hequotes.Hisleadershipphilosophyemphasizesopen communication,activelistening,andadeepunderstandingofindividual aspirations.
ForJonathan,effectiveleadershipinthetechindustryrequiresablendof empathy,strategicthinking,andethicalgrounding. “The ability to listen is crucial,” heexplains. “Understanding the 'why' behind our actions provides clarity in challenging times.” Healsoemphasizestheimportanceofcritical thinking,arguingthatitisanunderutilizedskillthatcanpreventcostly mistakes.
MentorshipandemployeegrowthareintegraltoJonathan'sleadership approach. “My role is to create an environment where people can thrive,” he says. “By empowering them and providing support, we can achieve extraordinary results.”
Navigating the BLOCKCHAIN LANDSCAPE
Jonathan views the regulatory landscape for blockchain technology with pragmatic optimism. “Rather than viewing regulators as adversaries, we should see them as partners in understanding this new frontier,” he states. By encouraging open dialogue and collaboration, the industry can work towards a regulatory framework that supports innovation while ensuring consumer protection.
One of the most pressing challenges facing the blockchain industry is the battle against misinformation and censorship. Jonathan believes that decentralized technologies offer a powerful counterbalance to these threats. “We need to demonstrate the tangible benets of decentralization,” he says. “By showcasing the positive impact of our technology on individuals and society, we can build trust and support.”
SELF and ENTIRETY are at the forefront of exploring new frontiers in blockchain technology. A particularly exciting avenue is the integration of quantum technologies. “Quantum computing has the potential to revolutionize blockchain,” Jonathan quotes. “We are eager to collaborate with leading quantum researchers to unlock the full potential of this emerging eld.” The future, he believes, holds immense promise for blockchain and related technologies.
PoweredByChange(2018)wasaSundayTimesbestsellerandwontheEmbracingChangecategoryinthe2019Business BookAwards.IKEA'sCEOpraisedthebook,stating, “Just as he did for us, within these pages, Jonathan has provided the necessary solutions, remedies, and tools for future freedom and success.”
More information can be found at https://linktr.ee/jonathanmacdonald
A CALL TO PURPOSE
“Ignore the technology for a moment,” Jonathan suggests. “Understand your intrinsic motivation. Why do you feel compelled to pioneer ethical technology? What drives you? Your purpose is the compass that will guide you through challenges and ethical dilemmas.”
Heemphasizesashiftfrom'humandoing' to'humanbeing.'“Technologyisatool,”he quotes, “but it's your purpose that gives it meaning. When your actions are aligned with your core values, you're more likely to create technology that truly benefits society.”
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F r o m
‘MILD AS MAY’ To
‘THE
The Iconic
MARLBORO MAN’
During the 1960s, scientists came up with research that stated “Cigarettes cause cancer and are bad for health.” This put $8 billion industry and 7,50,000 occupations at stake. Many business's sales dropped, except for one that went from having a 1% market share at the time to becoming the 4th largest tobacco company within less than a year - Marlboro.
Marlboro not only managed to sail through the cigarette ads ban in the 1970s but also became worldwide popular. Today, it is one of the most popular US cigarette brands. Through this article, we will learn how it became a known brand and its marketing strategies and adaptations to stay relevant in the 21st century.
From Marlborough Street to a Global Brand
Marlboro is a brand that has become synonymous with rugged masculinity and freedom. It is an American brand of cigarettes owned and manufactured by Philip Morris USA. Philip Morris started a shop in London where he sold tobacco and rolled cigarettes in 1846. When he passed away from lung cancer in 1873, his brother Leopold and his widow Margaret kept the business going. They even opened a factory on Great Marlborough Street, London, which inspired the name of the brand. In 1902, a branch was opened in New York to sell many types of cigarettes. The name "Marlboro" was ofcially registered in the US in 1908, but the cigarettes didn't hit the market under this name until 1923. When they were launched in 1924, they were promoted as "America's luxury cigarette" and were mostly sold in fancy hotels and resorts.
Marlboro started as a brand that promoted cigarettes for women. They were milder and had a lter to be different from the stronger unltered cigarettes that men usually smoked. The lter had a red band to hide lipstick marks, and the tagline was ‘Mild as May’. But that changed in the 1960s when the era saw a major change in the tobacco industry when scientists published a study that cited the destructive nature of it on people's health.
Marlboro has diversied its product offerings in response to changing consumer preferences and regulatory pressures. The brand has introduced variations such as Marlboro Lights, Marlboro Menthol, and Marlboro Ultra Lights to cater to smokers seeking different experiences. With the growing demand for alternatives to traditional cigarettes, it has also released smokeless tobacco products and ecigarettes.
By introducing Marlboro HeatSticks, a heated tobacco product, the brand made its rst move into the emerging market of reduced-risk products. The brand offers different types of cigarettes to meet diverse consumer preferences and market segments.
From full-avored options to menthol varieties, it has various options available through its extensive product lineup.
In 2008, Philip Morris International made big changes to its brand worldwide. They created a new way to organize the different kinds of Marlboro cigarettes into three groups: Flavour, Gold, and Fresh. This new system was meant to meet the different tastes of adult customers. All three groups still had the same brand style and feeling of condence.
Challenges Faced by MARLBORO
One of the most pressing challenges for the brand has been the global decline in smoking rates. In the United States, the percentage of adults who smoke has decreased from 20.9% in 2005 to 11.5% in 2021.
The rise of alternative nicotine products, such as e-cigarettes and nicotine pouches, has intensied competition in the nicotine market. Marlboro has faced signicant challenges from new entrants offering these products. The market for reduced-risk products (RRPs) is highly fragmented, with many brands experiencing double-digit growth in recent years.
Consumer preferences have shifted towards reduced-risk products due to growing health concerns about traditional smoking. This shift has prompted Marlboro to introduce low-risk and health-conscious alternatives to stay in the market.
MARKET SHARE in Recent Years
Marlboro has historically held a dominant position in the cigarette market, with a signicant market share in the U.S. and a strong global brand value. Marlboro's global brand value was reported to be over 36 billion U.S. dollars as of 2022, making it the most valuable cigarette brand worldwide. However, its share value keeps uctuating and has seen a decline in recent years. Yet, it is still one of the popular brands in the tobacco industry despite the challenges and controversies.
