This as-told-to story is based on a conversation with Amber Starling, the founder and owner of Good Witch Cleaning. Image Credit: Courtesy of Good Witch Cleaning. I named the business Good Witch Cleaning because, for a while, I lived just four minutes from the Wizard of Oz museum. There was so much hate in the world, and we were going to embody love, even if it killed the business. This article is part of our ongoing Women Entrepreneur® series highlighting the stories, challenges and triumphs of running a business as a woman.