I know that there are millions of struggling businesses out there, each pivoting in different ways and trying new techniques to stay alive through this pandemic. In this morning's Amisight, I want to highlight one local Philadelphia business and highlight their extraordinary effort and campaign.

If you're from Philadelphia, water ice is a part of the city's culture – especially on a hot, humid day.  One company, Rosati Water Ice, owned by a friend of mine and a Veteran, is fighting through the pandemic, and had to furlough employees for the first time in their history.

This morning they have launched a campaign on GoFundMe with a sound twist.  They will take the money they receive and send water ice to Veteran Organizations for the Vets to enjoy.  This offers participants in the campaign the opportunity to send a delicious treat to their vets and also help Rosati bring their team (many of them Vets themselves) back to work full time.

Kudos to Rosati for their ingenuity and social mission.  If you're interested in checking out the campaign, you can find it here.  And while I am donating to it this morning, I want to be clear that this is not a direct solicitation.   There is a lesson here in ingenuity and creativity.