--- title: "Predatory Inspirations Part 1: MAC VS PC" description: "People who say competitive advertising does not work obviously have not \nseen the worlds most loved brand in action." --- [![Step Change White Logo](https://blog.hellostepchange.com/hs-fs/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png?width=208&height=36&name=SC%20-%20Logo_Full%20-%20White%20+%20Colour.png)](http://www.hellostepchange.com/?__hstc=45788219.b3896949ac4325b4833c9f227aad12ee.1788765059220.1788765059220.1788765059220.1&__hssc=45788219.1.1788765059220&__hsfp=f27fa453a3b88fbe5f30c0a77d91c2c9) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [About](https://www.hellostepchange.com/about/) - [Careers](https://www.hellostepchange.com/careers/) - [Services](https://www.hellostepchange.com/about/) - [Lockstep Baseline](https://stepchange.typeform.com/to/dDl1DXnC) - [Brand and Messaging](https://www.hellostepchange.com/cut-through-brand-stories/) - [Marketing Plans](https://www.hellostepchange.com/practical-marketing-plans/) - [Business Strategies](https://www.hellostepchange.com/agile-business-strategies/) - [Value Propositions](https://www.hellostepchange.com/value-propositions/) - [Content](https://www.hellostepchange.com/content-production/) - [Predatory Marketing](https://www.hellostepchange.com/predatory-marketing-2/) - [Work](http://www.hellostepchange.com/work/) - [Testimonials](https://www.hellostepchange.com/testimonials/) - [Speaking](https://www.hellostepchange.com/speaking/) - [Blog](https://blog.hellostepchange.com/blog/) - [History's Greatest Strategists](https://info.hellostepchange.com/hgs) - [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Digital](https://blog.hellostepchange.com/blog/topic/digital) - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Contact](https://www.hellostepchange.com/contact/) - [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655) August 1, 2014 # [Predatory Inspirations Part 1: MAC VS PC](https://blog.hellostepchange.com/blog/predatory-marketing-mac-vs-pc) [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing) This is the first post of ten in the Predatory Inspiration's series by Ashton Bishop, Head of Strategy at [Step Change Marketing](http://stepchangemarketing.com/). This series was designed to provide some new inspiration and key thoughts, to help you achieve growth and sustain change. ![Predatory Inspirations](https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations_499x245.jpg) People who say competitive advertising does not work obviously have not seen the worlds most loved brand in action. Brand slagging is rarely a good idea, but if you can make human comments on a real insight and deliver it in an endearing way - you win. <br/> ### Target PC’s ### Greatest Strength They are an open system that allow for cheap components from everywhere to be swapped in and out. ### The weaknesses that arise from their strength Cheap components rarely speak to each other or connect without problems. Lots of problems. ### Relative advantages Apples work out of the box. First time. Every time. ### Predatory recap Strike at the weaknesses that arise out of your competitor’s greatest strength? This achieves the greatest impact and makes response more difficult. In the next post, Ashton talks about what to do when competitors aren't doing a very good job of looking after their categories. ![Step Change Marketing](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc) ### Written by [Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing) Step Change is a strategically-led digital creative agency – if that sounds like we do it all, its because we do. We have created a space where strategy meets creativity, working together to create a full ground-up digital offering to challenger businesses. 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