Challenge: mac-tech IT Services cares a lot about sharing useful knowledge and treating all people with equity. Maintaining a blog was a natural fit for them, but weaving in the benefits of doing business with mac-tech was not as natural, since they were somewhat shy about self-promotion. 

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Solution: The headline evokes a street-style grudge match between two longstanding "adversaries"—company security procedures and the human end-user. You would probably expect an IT Services company to come down on the side of sophisticated security that include all the bells and whistles (and the price tags), no matter how painful they are to use. Instead, mac-tech considers the end-user a critical part of any company's security procedures. Thus, conveying mac-tech's human-centric values and the benefit of partnering with them, was almost effortless.